AdECN Exchange for Online Advertising Signs New Members.

CARPINTERIA, Calif. -- AdECN, Inc., a real-time, auction-based exchange for buying and selling online display advertising per impression, announced today that it has opened its doors to new members for the first time since launching in October 2005. The three new members that joined AdECN this week are AMS Global Online, A Simple Internet, and Sierra Group Marketing. Experclick, an advertising network based in Carpinteria, California has been a member since the Exchange launched.

"The market is now open. Signing these three new members really marks the full-scale launch of the AdECN Exchange," said William Urschel, CEO of AdECN. "Experclick's early participation and success on the Exchange gave us the opportunity to test, refine and prove the technology and the business model in the real world. Now it's time to open it up to other members."

The AdECN Exchange is structured exactly like a stock exchange. A member of the AdECN Exchange, usually an advertising network, broker or agency, buys on the exchange for its advertisers and sells on the exchange for its publishers. The member's advertisers specify in advance the amount they are willing to pay for their online campaigns based on factors such as the visitor's profile, past Web-behavior or the content of a specific website page. Advertisers can bid on a CPM, CPC, CPA or CPL basis. When a visitor lands on a website page, an automated auction takes place in less than 100 milliseconds among all the interested advertisers -- for every single ad impression. The highest bid wins and that ad is served.

"AdECN is the first true real-time auction-based exchange," stated Urschel, "where the highest bidder for every individual impression always wins, transactions are made automatically and there is one central clearing house for payments. Advertisers get the targeting they need and pay only what the impression is worth to them. Publishers get the highest price and sell much more of their inventory."

"A key benefit for AdECN members is the ability to increase significantly the liquidity of their inventory," added Urschel. "Every ad network has transitory liquidity problems. The AdECN Exchange is a proven way to get more of their campaigns to run and much more of their inventory sold."

AdECN provides its members with a Web-based interface through which to offer their inventory and run their campaigns. This interface can be private-labeled by the member and made available for direct use by the member's clients. AdECN also provides a dozen methods of targeting, three types of metering, frequency capping, extensive reporting, ad serving (third party ad servers are also accommodated), and acts as the financial clearinghouse for all transactions, guaranteeing that members get paid for the inventory they sell.

James Sierra, president of Sierra Group Marketing, a Denver-based advertising broker, said, "What sold me on joining AdECN is the flexibility inherent in the technology. AdECN allows me to specify that auctions favor a match between my own publishers and advertisers unless using the inventory from the Exchange exceeds the minimum price I set. Basically, I can use AdECN as my infrastructure and only tap into the rest of the Exchange when it's more profitable than keeping the deal private."

"Finally someone is addressing the significant amount of waste and inefficiency that has plagued our industry since inception. The AdECN Exchange is the logical solution for many of online advertising's woes. The automated, per-impression auction model benefits our clients on both sides," said A Simple Internet's CEO, Brian Rifkin.

According to Jeff Morgan, CEO of AMS Global, Inc., "It makes sense that this is the next step in the evolution. The unsuspecting buyer in this space is often disillusioned by rate card pricing that, although not always adhered to, is often quoted by overzealous sales folks as gospel. At the same time, sites are often under-selling their inventory to accommodate for weaker performing ads that simply cannot support the medium. It's about time for the emergence of an auction system that addresses these inefficiencies." Morgan further commented, "The auction benefits all parties -- our advertisers, our publishers, and ourselves."

A member buys a seat on AdECN much like a stockbroker buys a seat on a stock exchange. The cost of the seat varies, based on the member's projected volume and the quality of its traffic.

AdECN charges members a small transaction fee for every auction it runs. The transaction fees vary based on the volume of transactions from the member. If one member provides the buyer and another member provides the seller, the fee is split between the two members. If a single member provides both the buyer and the seller, that member pays the entire fee.

"The transaction fee isn't much more than you'd pay for the ad serving alone," said Urschel, "and you get the reach of the Exchange, the efficiency in the auction, the back-end management through the clearinghouse, plus a branded user interface. It's a good deal for our members."

About AdECN

AdECN is the first real-time, auction-based exchange for buying and selling online display advertising. A member of the AdECN Exchange buys on the exchange for its advertisers and sells on the exchange for its publishers. This guarantees members the best possible liquidity -- fewer campaigns go unfilled, less inventory goes unsold. AdECN is a privately held, venture-backed company. For more information, visit www.adecn.com or call 888-242-3326 ext 116.