Adweek.com just covered Domain Holdings new ad exchange Bidtellect and the company’s new CEO Lon Otremba who previously ran the social gaming firm Tylted.
“Bidtellect is the brainchild of John Ferber, who along with his brother Scott co-founded Advertising.com in 2004.”
“Otremba and Ferber said they’ve built a new tech platform that can help brands buy native ads in an automated fashion, at scale. “
“That contradicts much of the conventional wisdom surrounding native ads, which depending on your definition could include branded entertainment videos, advertisers tweets or custom produced pseudo articles—things that are seemingly hard to buy in bulk.”
“Based on the history of this business, when a medium can rapidly scale is only when advertisers can buy that way. “
“That’s when things really take off,” said Otremba, who argued that most existing solutions have focused on publishers, not brands.”
“Otremba claims to have signed up several big brands and publishers to test Bidtellect. “
“The company just won’t say who. “
“It has started testing its version of native ads on generic domains it owns. “
“That points to an obvious question—whether a native ad solution will come from the world of domain selling, particularly given its direct response heritage. Otremba said he envisions both brand dollars and performance revenue coming to native.”
“We are lining up a strong offering,” said Ferber. “Even on our domains, the ads fit the form and function of the way users are experiencing it.” And if brands have doubts, he said, “I can also say I created Ad.com when I was 23.”
I wouldn’t bet against Mr. Ferber.
Congrats to DomainHoldings for its new Ad exchange which hopefully will be the next big thing in the domain space.
Also a big congrats on naming its new CEO Mr. Lon Otremba
Here is some more information about Lon according to his Linkedin profile :
“A veteran operating executive and adviser in the internet publishing, print, television and broadcast music industries and a well known pioneer in interactive media. A frequent commentator on interactive marketing and operating strategies, I have presented to such events as the Forbes CFO Conference, The Economist Conference, the Business Week, Internet World, Digital Hollywood, AlwaysOn, and AdTech Conferences, and have appeared on CNN and CNBC, and served on the executive board of the Interactive Advertising Bureau. I also have advised and been on the boards of directors of EEI Communications, Traffic.com, GGL, DotMenu (acquired by GrubHub), as well as several companies in the medical technology space, including Cardium Therapeutics, Inc., Artes Medical, and Power Medical Interventions (acquired by Covidien).”