SEATTLE, Sept. 1 /PRNewswire/ -- Mpire, the market-leading verification and optimization technology company, and ContextWeb, the largest independent ad exchange, today announced a cross-licensing agreement where each partner will integrate the other's technology to enhance their respective offerings.
Mpire has integrated ContextWeb's Real-Time Classifier (RTC) technology into its AdXpose™ solution, which will enhance AdXpose's ability to dynamically analyze and classify the content of a designated Web page in real-time. The technology will also help AdXpose assign the relevant IAB content categories to those pages, augmenting its campaign verification and brand protection offerings and reporting capabilities.
With ContextWeb's RTC technology, AdXpose's enhanced verification and optimization offering will enable advertisers, networks, and exchanges to be alerted of placement violations that are not compliant with or do not match the relevant IAB Network and Exchange Quality Assurance Guidelines content category. By using the joint offering, AdXpose customers will be better able to value and optimize their media spend.
"ContextWeb's technology increases our ability to understand Web site content on each individual page before our clients' ads appear on them, which is extremely important for advertisers who are concerned about brand safety, and for networks who want added assurance that their publishers are operating within their terms and conditions," said Kirby Winfield, president and chief revenue officer at Mpire. "Moreover, we are now able to ensure, in real-time, that a client's ads will be served to the specific IAB content category that they contracted to purchase, which uniquely positions AdXpose to provide the best verification and brand safety offerings for networks and exchanges."
For ContextWeb, integrating Mpire's patent pending and award-winning AdXpose solution into its ad exchange enables the company to proactively offer real-time, third party campaign verification services to its customers. With AdXpose verifying and protecting advertiser campaigns, ContextWeb can mitigate the need for post-campaign reviews and reconciliation, protect publishers and ad networks from make-goods and charge-backs and provide an even safer experience for brands looking to advertise on ContextWeb's exchange.
"Advertisers are increasingly requesting campaign verification by third parties to minimize fraud and wasted ad spend, and to ensure that ad exchanges and networks are fulfilling their contractual obligations," said Jay Sears, general manager of ContextWeb's ad exchange. "By offering AdXpose's services as an option to our customers and prospects, we're sending them a clear message that we are a trusted partner, that we are looking out for their best interests, and that our customer's success is our top priority."
About ContextWeb, Inc.
ContextWeb operates the ADSDAQ Ad Exchange—the only online ad exchange where advertisers and publishers both enjoy complete control. The ADSDAQ Ad Exchange works with more than 12,000 ad buyers and ad sellers every day. Using page-level, contextual technology the Exchange delivers category-specific, brand-safe inventory along with extensive in-category reach, all with a purchase comparable to a site or portal buy. ContextWeb ranks among the top 20 ad-supported properties according to comScore. ContextWeb, Inc.'s investors include leading venture capital firms Draper Fisher Jurvetson ("DFJ"), DFJ Gotham Ventures, DFJ New England, Updata Partners and Investor Growth Capital. For more information, please visit: www.contextweb.com.
AdXpose Analytics help advertisers and platforms verify and optimize billions of campaign data points captured in real time. Agencies representing the major holding companies, multiple Demand Side Platforms, and more than 20% of the comScore Ad Focus Top 40 Properties, currently use AdXpose technology.
Mpire is the market-leading advertising optimization technology company that is evolving traditional online advertising into a more relevant and engaging medium for publishers and advertisers. Its patent-pending and award-winning AdXpose™ is the first and only verification and optimization technology suite that gives brand marketers and agencies transparency and confidence anywhere their ads run across the Internet, including exchanges, ad networks and direct publisher placements. Backed by Draper Fisher Jurvetson and Ignition Partners, Mpire is based in Seattle, Washington.
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