New Entrant for Online Media Transactions

Share this content:
AdFusion is expected to launch in September, enabling media buyers and sellers to research, negotiate, track and execute media placement transactions online.

"If someone would have suggested this business plan to me three years ago, I would have told them that the industry is based on phone calls and faxes, and to forget the idea," said Gary Seehof, chairman and co-founder of AdFusion, Los Angeles. "Internet use has grown considerably in this industry in the past few years, and there is a tremendous need to integrate administrative work online."

Media sellers will be able to view offers for space from buyers, and buyers will be able to search for inventory based on type, time slot and demographics. The buyer can bundle this inventory to create a media package. The system also will enable buyers to view Nielsen ratings of each media space in the form of cost per points.

Seehof said all negotiation, research, planning and deal tracking are performed within the AdFusion program. However, he said, if a deal is completed, the actual monetary transaction takes place independently of the program. AdFusion will collect 1 percent to 3 percent of each transaction.

He said AdFusion is in discussions with potential users, but he would not disclose names.

Competitors include, and

The AdFusion system will undergo beta testing in September, with a full-scale launch expected in early October. Seehof is demonstrating the product at trade shows nationwide and has been running advertisements in trade publications such as Advertising Age, Adweek and Red Herring. AdFusion is also developing television, radio, outdoor and online affiliate marketing campaigns, Seehof said, adding that it is too early to provide specifics.

AdFusion received $4.5 million in first-round funding from BCI Partners, Teaneck, NJ, and from other, undisclosed investors.
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here