NEW YORK, Feb. 28, 2011 /PRNewswire/ -- quadrantONE, a joint venture of four major media companies (Tribune Company, Gannett Co., Inc., Hearst Corporation and The New York Times Company) today announced the launch of Q-Exchange, the first private ad exchange focused on premium local audiences. The exchange, which is powered by technology from Admeld, enables quadrantONE to safely and transparently monetize their inventory through Real Time Bidding (RTB).
"As marketers increasingly look to technologies like RTB to buy audiences, it's critical for publishers to embrace technologies that help them meet this need," said Mario Diez, CEO of quadrantONE. "We chose Admeld to power Q-Exchange because their private exchange technology provides maximum control, transparency, and versatility."
"quadrantONE and their owner-partners are among the best in the world at aggregating and monetizing premium local audiences," said Michael Barrett, CEO, Admeld. "Q-Exchange enables them to do this even more efficiently, to capture new revenue streams, and continue to stay ahead of the digital advertising curve. We're pleased to partner with them on this initiative."
"Several studies reflect that the vast majority of users are more likely to engage with ads that are relevant to their location," said Greg Sterling, Senior Analyst, Opus Research. "This and other evidence indicate that local display advertising is a major opportunity that has yet to be realized."
Admeld introduced the industry's first private exchange in November 2010 with the launch of The Weather Channel's 'Category 5' platform. In January 2010, the company collaborated with The IDG TechNetwork on launching TMX, the first private exchange for the technology vertical.
Admeld helps the world's top online publishers maximize their ad revenue safely and transparently. The company's clients include Answers.com, Discovery Communications, FOX News, Hearst Television, IDG TechNetwork, The Weather Channel and more than 500 others worldwide. Admeld is headquartered in New York City with offices in London, Berlin, San Francisco, and Toronto. Visit www.admeld.com to learn more.