• by Gavin O'Malley  @mp_gavin, November 10, 2008

Ad optimization technology provider AdMeld today is expected to launch a new platform to help publishers maximize revenue from digital ad networks and ad exchanges.

The AdMeld platform, which is emerging from an eight-month beta program, attempts to leverage dynamic pricing and advanced targeting to better route inventory from publishers to generate higher revenue for each ad served.

"Publishers need the tools to maximize revenue and see exactly what's happening with their impressions," says Benjamin Barokas, co-founder and chief revenue officer of AdMeld.

AdMeld is also announcing the appointment of new Chief Executive Officer Michael Barrett. The online ad veteran most recently served as EVP and chief revenue officer for News Corp.'s Fox Interactive Media.

"One of the biggest challenges that online publishers continue to face is how to effectively monetize discretionary inventory," said Barrett.

With AdMeld, Barrett added, "both publishers and ad networks wind up making more money while spending significantly less time and resources."

Since 2006, Barrett has overseen the worldwide revenue for all Fox Interactive Media properties, which include MySpace, IGN, FoxSports.com, Fox.com, AmericanIdol.com and Scout.com.

Prior to joining Fox, Barrett served as EVP for sales and partnerships at AOL Media Networks, where he was responsible for all branded ad sales on AOL, AOL.com, Netscape, Mapquest, Compuserve, CNN.com and all Time Inc. Web sites.

Before joining AOL, Barrett was SVP for sales and business development at GeoCities. When GeoCities was sold to Yahoo, Barrett assisted in developing eCommerce strategies for his new employer.