Rob Hof over at Business Week recently wrote about AdBrite and the launch of their new Open Targeting Exchange (OTX) in his Tech Beat column. The concept is an elegant solution to the challenge of high performance targeting for display advertising and we are excited to be AdBrite’s launch partner. AdBrite is “The Internet’s Ad Marketplace” so it is fitting that they are first to take what Rob calls “a sort of eBay for ad targeting technologies” to market.

Here’s the idea, AdBrite is aggregating and integrating multiple external display ad targeting technologies under one sort of free market system that advertisers and publishers can use to target their ads more effectively. When a pageview is called on an AdBrite publisher’s site, OTX calls out at all the potential targeting technologies in real-time to determine the most effective advertisement for the given property, user profile, and location. This fosters competition among all the targeting technology providers creating what our President and CEO Ajay Sravanapudi called a “Darwinian environment” where the fittest will survive and over time prosper. Publishers benefit from increased yield and advertisers get a better ROI. The proverbial win-win scenario. We were more than happy to throw our ClickSense® platform into OTX’s Darwinian savanna of 508M impressions a day and 60,000 publisher sites to sink or swim since it has already proven more than capable of handling some of the largest web properties for years now. But at the end of the day it is the user who gets an overall better experience with a more relevant ad and that is good for everyone in this business. We’ve let the lion out so keep an eye on AdBrite’s OTX in the near future.

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.

The LucidMedia Network is an interactive online advertising network based on our patented ClickSense technology for precise impression-level targeting designed from the ground up to boost advertising revenues. The LucidMedia Network uses advanced, custom developed linguistic resources to categorize inventory into 31 industry channels and more than 13,000 micro-segments. This is all based on open APIs for easy integration into any ad management system, network or ad exchange. The LucidMedia Network is the right choice for advertisers and agencies who are looking to boost online revenues and get more out of their ad spend. The LucidMedia Network is also the right choice for OpenAds users, Facebook developers, Right Media Exchange members and bloggers offering everything from brand safe campaigns to contextual feeds including solutions for RSS and email campaigns. When you join the LucidMedia Network you get not only precise, impression-level contextual targeting but also real transparency and real accountability down to the impression-level. Being on the LucidMedia Network means 100% targeted impressions with no waste. It means a new level of quality control and brand safety applied to every one of your campaigns and every single impression. The LucidMedia Network lifts your online revenue across the board and increases your Return on Ad Spend (ROAS) by transforming run-of-site, remnant inventory into premium-like inventory.

This is it, the LucidMedia blog. Historically the world of interactive advertising has lacked an advertiser-friendly and publisher-friendly ad network. The industry is also in dire need of a new middle tier of inventory somewhere between run-of-site (which can be horrible for brand management) and premium (which can be horribly expensive). This is what the new LucidMedia Network has created: a value priced middle tier of interactive advertising inventory that is provided in a truly transparent way. That means real accountability down to the URL and impression level. That means brand safe campaigns are finally possible, optimized for value and performance, with no wasted or lost impressions. Welcome to our world; the LucidMedia Network world!