AdFlight Wants to Simplify Campaigns

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AdFlight Inc., Belmont CA, is expected to announce the launch of its Advertising Marketplace today. The service is designed to give advertisers the ability to inexpensively buy, execute and refine banner campaigns and give Web site publishers a place to sell unsold inventory.

Advertisers can upload banners at to be distributed among 30 site categories such as finance and sports. Web site publishers need to only register at the site and install an ad-serving code to begin serving the ads.

"We're a neutral marketplace where publishers can sell [their remnant] ad space and advertisers can buy, manage and execute ad campaigns," said Albert Lopez, CEO of AdFlight Inc. "For small companies, we may be the only solution."

Starter packages for advertisers run as low as $500 and offer either 125,000 impressions at $4 per 1,000 impressions or 1,000 clicks at 50 cents a click.

The service also gives advertisers total control over their campaigns. Users can track ad performance in real time, allowing them to deactivate banners that aren't working and add to categories that are.

Considering many placements are excess inventory, "you can be buried somewhere on a site," said John Davis, media planner at Media Contacts, an interactive media planning and buying agency in New York. "You'll never really get an accurate test from that. You'll be everywhere you don't need to be."

Although the service is convenient and gives advertisers control of their campaigns, it is not a threat to media buyers, said Davis.

"This isn't necessarily advantageous for advertisers," he said. "If you don't know how to market yourself on the Internet, you're limiting your ability to run an effective campaign. You have to be able to justify your buys. That's why advertisers pay middlemen."

AdFlight is now a player within the competitive ad network arena that is dominated by such firms as DoubleClick and 24/7 Media.

"They are competing on a couple of levels," said Marissa Gluck, an analyst for Jupiter Communications, New York. "Adauction and AdOutlet deal in remnant inventory, and they are competing with the networks themselves and automation software like Solbright."

AdFlight has partnerships with 50,000 sites. Publishers earn a minimum of 21 cents a click for joining.

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