AdBrite, dubbed “the Internet’s ad marketplace,” has allowed advertisers to target keywords and choose specific sites to advertise on since inception. The network changed from a simple marketplace to a much more powerful one when AdBrite 2.0 was launched in November of 2006.
This latest version of the site gives advertisers a number of ways to setup a highly targeted ad campaign. Adbrite determines demographic data for visitors to network publishers via a cookie and reverse IP lookup. They grab U.S. census data based on the zip code of the visitor, which gives them data on ethnicity and income level. Adbrite also looks at Comscore data for each site that user visits, which gives them reasonably good age and gender data. Once a user visits enough sites, Adbrite has a very good idea of the age, gender, ethnicity and income level of that particular user. Advertisers can then choose to target their ads to certain users.
In addition to text and banner ads Adbrite offers a few other interesting ad formats. Interstitial ads are full page ads that take over an entire page when a visitor first comes to a website. Another ad format is the Inline ad, which pops up over page content when a highlighted keyword is rolled over.
InVideo is AdBrite’s intriguing video ad format. This embeddable video player (similar to YouTube), allows video publishers to insert their logo (as a watermark) and AdBrite ads into any video. Anyone who takes the content and embeds it on their own site will show the same video, with the same ads and watermark. All click backs on the video go to the original site.
Lastly, in March of 2007 AdBrite launched BritePic. They describe BritePic as “the IMG tag on steroids.” By changing the embed code, web publishers can add a caption, watermark, zoom, share, resize and an advertisement, if they choose to.
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