US No.3 Advertising network receives 100 million dollars more for acquisitions

Specific Media, the AOL advertising network, will use the latest investment to expand the technology platform beyond display advertising. The goal of specific media's online advertising network is to enable marketers to target specific ad audiences. It has expertise in the area of display advertising. can provide a combination of various directional methods, including behavior, demographic, textual relevance and geographical. In June 2006, specific media received 10 million dollars in funding. Last week, it gained 100 million dollars in investment. Funds come from private equity firms Francisco.

At present, in the advertising network traffic above, specific media is located in Advertising.com and ValueClick after the third. According to ComScore's statistics, specific Media ads reach 72% of American online audiences. That means 130 million of American Internet users are able to see specific media advertisements.

The latest funding will allow specific media to expand its technology platform and make acquisitions in the field of online video, search and text advertising. "We are looking for other advertising models to be able to dig out benefits from the vast amount of behavioral data we already have," said Tim Vanderhook, CEO of specific media. "That means specific media will be more of a buyer, not a seller, in the future of network integration after the injection of capital."

As Vanderhook said, its future acquisition target will not be the same as its own display advertising network in the United States. It will pursue companies in the field of non display, such as instant Video and text advertising networks. Specific media is currently negotiating with many of these companies, including overseas online advertising companies. But Vanderhook declined to disclose specific targets.

Vanderhook said: "Our ultimate goal is to become the largest independent advertising network." This means that our network will be easier to measure and provide more advertising models. Once we do this, we believe that we can form a real competition with the big portals. If there is a company that can surpass Advertising.com, we will certainly look to it. ”

But online advertising firms are buying more than 100 million dollars. At least not enough to do a few recent online acquisitions. WPP bought 24/7 Real Media for 649 million dollars. AOL buys the Tacoda estimate to use 270 million dollars.

But Vanderhook added: "Future cash flows can increase this possibility." If we need any more resources, our partner Francisco will help. I can foresee that we need more money. But we want to make one or two acquisitions before that. ”

"When specific media's network grows, the brand advertisers are the biggest winners," Vanderhook said. Our continued growth and success demonstrates that our excellent network, combined with advanced directional technology, has always been able to provide customers with high degree of relevance to the advertising and brand advertisers to bring excellent results. ”

In fact, specific media decided to expand the new advertising model in the same way that AOL's advertising.com adopted in 2006. It was then through the acquisition of Lightningcast into the streaming video advertising field. Since then, advertising.com has increased behavior and mobile advertising functions. (Compile: Shi Ying)

Source of information:

http://www.clickz.com/3627487
Http://www.reuters.com/article/mediaNews/idUSN3119993020071101
Http://www.bizreport.com/2007/11/specific_media_plans_to_expand_beyond_display_ads.html

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