Traffiq opens ad exchange to public beta

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Internet traffic exchange Traffiq has opened its Web-based trading platform to all buyers and sellers of online media.

The new open registration moves the beta program, which debuted in August, into its second phase, which offers availability to a wider audience of publishers, advertisers and agencies.

"Now new users who come to the site can sign up for an account," said Dan Ballister, Traffiq's co-founder and chief operating officer. "The site is truly democratized for all participants when it comes to data. There is truly transparency for buyers and sellers with a community-like model where users can vote on other users, and there is also total control for buyers and sellers as to when and where the ads appear."

The exchange connects buyers and sellers of online media directly in an auction-based bidding environment. Traffiq, New York, lets buyers and sellers select discrete blocks of segmented inventory, with defined start and end dates, in advance.

Sellers can segment, bundle and list for sale value-attributed blocks of traffic. They can also review and reject creative materials in advance, select out-clauses and dynamically adjust listings based on buyer requests.

Other features for buyers include precise matching of traffic via searchable inventory and automated RFPs.

The platform is self-serve, but is supported by buyer and seller service associates.

Traffiq supports display, text and rich media ad formats, as well as the major third-party ad servers. Currently, CPM- and CPC-based transactions are offered, with plans to support CPL and CPA transactions in the first quarter of 2008.

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