I am happy to announce that this week we will officially become LucidMedia. We are changing our name from Entrieva to LucidMedia to mark our revolutionary new approach to contextual advertising. If you take a look around our new website you will find a lot more than just a new look too. Don’t worry, we are the same great people with all the same great technology and the strong focus on customer satisfaction as before, we’re just taking ClickSense in some exciting new directions.

What you will see on our new site is that our new ad network uses the deep categorization of ClickSense to deliver more than 14,000 micro-segments for content targeting far deeper than anything available before. This new level of insight is delivered through our detailed Proof Report which is, for the first time in history, putting complete transparency and accountability under the advertiser’s control. With ClickSense cataloging every impression we can show advertisers exactly where every ad dollar is being spent. This is the kind of complete transparency that makes real brand safety and quality control possible.

Because of all this we decided to become LucidMedia, the small media company with a big answer to the challenge of lifting display ad revenues. If you look around our new website you will still see our famous 31 industry channels and deep micro-segmentation, but you will also see us talking about our new contextual ad network with transparency and brand safety at its core. So let me be the first to welcome you to the LucidMedia Network!

Sincerely,
Ajay Sravanapudi
Founder, President & CEO
LucidMedia Networks, Inc.

Turn Networks has been making a lot of noise in the press recently with some additional capital and the launch of their fully automated ad network. I perused their literature and demo and really like some of the ideas they are taking to market. I especially like the fully automated nature of their targeting based on multiple factors including a mix of contextual site analysis and past behavioral. I also have to give them credit for what looks like a good pricing model for everyone. I would be very interested to see some data on how well their targeting works through their automated approach. All too often I see ad networks talk about contextual targeting and providing relevant ads but in the end I usually find out they are using just caveman-like site or network level targeting to get the job done. That means most networks will sell you categories of automotive related content or health related content but the determination of what content is about which subject comes from looking at the publisher’s overall theme. Cars.com is automotive content and Health.com is content about health. That sort of thing. The reality is that much of the content on these sites is not about cars or health. It can be about almost anything especially when it includes socially-driven content from things like forums or community features. The only way to truly target for relevance is to look at each URL and analyze the content you find there and not lump it into a broad, site-level grouping. Only then do you find that your ads really start performing and your KPIs go through the roof. In a recent case study we found that eCPC rates went up 76% over the typical run-of-site campaign when thorough contextual targeting was employed. That’s how you really lift your ROAS.