NONE: ONLINE-ADS>> Response to Mark Welch's posting of 2/17
ONLINE-ADS>> Response to Mark Welch's posting of 2/17
Dave Wamsley (dave_at_adauction.com)
Tue, 17 Feb 1998 13:39:40 -0800
As the CEO and Founder of Adauction.com, I'd like
to take this opportunity to respond to the recent
posting by Mark Welch to this list.
As a respected member of the Online Advertising
Community, as well as a potential valued customer,
Mr. Welch's comments regarding Adauction.com are
duly noted and taken very seriously. We truly
appreciate his analysis and his continuing efforts
to improve the state of Online Advertising for us
all.
In his posting, Mark expressed concern with regard
to frequency control of ads purchased through
Adauction.com. By its second auction,
Adauction.com will be able to provide a filter
that allows frequency control, meeting the needs
of media buyers sensitive to frequency issues. For
a minimal additional fee this option will be
available for most of the value-priced inventory
available for sale through Adauction.com
With regard to the issue of publisher ́cheatingî
or fraud, Adauction.com customers can be assured
of the accuracy of the impressions, clicks and
transactions for which they are paying. As part of
the quality third party ad serving and reporting
that has been integrated into the Adauction.com
system, ABVS Interactive will independently audit
every ad delivery. Audited statements are made
available 15 days after the close of every month.
Additionally, Adauction.com continues to forge
relationships with some of the leading publishers
on the Internet, publishers whose brands have
proven the viability of the advertising supported
business model. Certainly, publishers who are
unable to maintain a reasonable standard of
integrity will be terminated from the
Adauction.com portfolio.
For me as a Founder of Adauction.com, it is
particularly important to address Mr. Welch's
comparison of our company with that of the former
Adbot, Inc. Perhaps some of the specific points
regarding our service offerings were unclear and
escaped Mark's notice. I'd like to reaffirm them
here:
First and foremost, Adauction.com was designed
from the ground up to be one of the most powerful
sales channels currently available to the Web
publisher. By combining a powerful, fully
automated real-time auctioning system with the
efficiencies of industry leading third party ad
serving and reporting, Adauction.com enables
Internet publishers and online media buyers to
realize the full potential of the Internet as a
platform for electronic commerce. The
Adauction.com auction server was designed with
input from academic and business experts in the
areas of supply chain management and excess
capacity liquidation, resulting in a system that
can offer real-time price, inventory and product
information. Conversely, Adbot was based as a
traditional auction model, individually processing
phone and fax orders and perpetuating the
inefficiencies of a non-automated traditional
brokerage model.
Second, Adauction.com is all about quality.
Specific lots from quality, branded sites make up
our inventory offerings. Take a look at our
current offerings page
(http://www.Adauction.com/adspc.html) and you will
see some of the industry leading publishers who
are currently utilizing Adauction.com as an
additional sales channel for their online
advertising inventories. And we're adding more
everyday. Keeping the media buyers needs in mind,
we are fleshing out the key demographic and
content-specific categories with some of the best
the web has to offer.
Third, Adauction.com is all about quality. I know
you already heard that, but the importance of
quality throughout Adauction.com cannot be
overstated. Adauction.com has co-branded and
customized the leading third party ad serving
solution available in the marketplace. This is no
proprietary in-house system. The problems that
plagued Adbot's ad delivery and reporting have
been replaced with cutting edge technology and
efficiency. Quality ad serving combined with
comprehensive, accessible reporting, results in
effective post buy analysis and satisfied
customers. That's what we're after.
Fourth, Adauction.com inventory is made up of
specific ad flight blocks from specific sites. Our
30-day ad flights were chosen to fit into existing
buying patters of media buyers. We want to sell
you something that you want and can use. Adbot's
irregular offerings were never able to motivate
media buyers with very real deadlines and quotas,
to return and participate on a regular basis.
Adauction.com's formats and features were
designed, based on extensive industry research,
specifically to meet market needs. If you'd like
to see alternative flight formats, let us know.
We're constantly assessing the marketplace in
order to keep our offerings in line with what the
market needs.
Fifth, Adauction.com is completely committed to
quality customer services. All members of the
Adauction.com team are knowledgeable and
experienced in the world of online advertising.
We've been on both sides of the buyer/seller
equation and we understand what you're looking
for. We're talking to publishers and media buyers
daily, gathering input and adding features to make
doing business with Adauction.com as pleasant and
efficient as possible. And it's fun: participate
in one of our auctions and you'll catch the
real-time auction fever!
I personally would like to invite web publishers,
interactive media buyers and anyone else who is
interested in the future of online advertising to
come and visit our site at
http://www.Adauction.com/. Check us out and tell
us what you think. Our first auction is this
Thursday and we welcome your participation.
David B. Wamsley
Founder & CEO
Adauction.com
--
David B. Wamsley
Direct: (415) 575-0861 Fax: (415) 575-0870
-------------------------------------------
Adauction.com, Inc.
Media Buying Made Simple
---------------------------------
Launch Auction: February 19th!
10:00am to 6:00pm ET
Buyers register now and
save on March '98- Online Advertising Inventory
http://www.Adauction.com
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