Adding Up: More Publishers Sign On To AdMeld
AdMeld is one among a growing number of startups competing to help Web publishers better manage the sea of ad networks they can now choose from to sell leftover ad impressions. For a share of earned ad revenue, companies like The Rubicon Project, Pubmatic, and AdMeld factor in pricing data, available inventory, and publisher guidelines to determine which ad network is sent an ad impression -- work that a publisher's sales force would otherwise be required to perform. Late last year, AdMeld launched a platform to help publishers maximize revenue from digital ad networks and ad exchanges.
The AdMeld platform attempts to leverage dynamic pricing and advanced targeting to better route inventory from publishers to generate higher revenue for each ad served.
"AdMeld's expanding client list is proof that our high-tech, high-touch approach is extremely effective at helping premium publishers get the most value possible from their discretionary ad inventory," said AdMeld CEO Michael Barrett.
Barrett came form News Corp.'s Fox Interactive Media, where he served as EVP and chief revenue officer. In June, AdMeld closed an $8 million round of Series B funding led by Spark Capital and Foundry Group.
Currently, more than 130 online publishers use AdMeld's technology to increase ad revenues and reduce operating costs, including Discovery Communications, Fox News, The Huffington Post, IAC, Thomson Reuters, and World Wrestling Entertainment.
The startup also recently expanded into Europe by opening a London-based office and data center.
Separately, AdMeld has moved its global headquarters to a new space on Park Avenue South in New York City.