Online media and technology company LookSmart has created a version of its AdCenter designed for publishers to grow small and large advertiser relationships.
With the new AdCenter, publishers gain more control, LookSmart said. The platform addresses the dilemma of selling to advertisers too small to justify human sales or service from a cost of sales angle.
“We have a few core beliefs having to do with where the industry is going,” said Dave Hills, president and CEO of LookSmart, San Francisco. “We believe that audiences are fragmenting, leading advertisers to spend more and therefore publishers need more control over sales and advertiser relationships.”
Publishers are using this platform because of the open API, which allows advertisers or agencies to interface easily with the system, LookSmart said.
Publishers like Active Athlete Media, Frazoo, Krugle.com, Mainstream Advertising and Reed Business Information are licensing the publisher AdCenter.
In addition, LookSmart claims that the product gives publishers transparency into their advertising operation, improves advertisers performance and promotes better campaign results.
“This platform simply makes it easy for publishers to own and control all size of advertiser customers,” Mr. Hills said.