SOURCE: ContextWeb, Inc.

ContextWeb, Inc.

September 16, 2009 11:52 ET

Update: ContextWeb, Inc.'s ADSDAQ Categories Produce Bigger Audiences Than Endemic Sites, Portals and Networks According to comScore's New Media Metrix 360 Reporting

NEW YORK, NY--(Marketwire - September 16, 2009) - ContextWeb, Inc., which runs the ADSDAQ Exchange, the largest independent ad exchange in the world, today said that it is the first and, for now, only ad exchange to have its audience reported by comScore Media Metrix 360, a new 'panel-centric hybrid' solution to digital audience measurement. As a result, media buyers can now see that ADSDAQ offers specific vertical-interest audiences that are larger than endemic sites, portals and networks.

"Until today, it was difficult for a media planner to compare pages of sports content from the ADSDAQ Exchange to ESPN.com or pages of health content from the ADSDAQ Exchange to WebMD.com," says Robert Daniel, Senior Vice President of Sales and Publisher Development for ContextWeb, Inc., operators of the ADSDAQ Exchange. "With the new ADSDAQ Exchange metrics made available through Media Metrix 360, a 'panel-centric hybrid' solution, media planners can now easily pull 'key measure' reports showing category specific inventory from the ADSDAQ Exchange alongside endemic sites."

With the release of today's comScore data, subscribers to comScore reports will, for the first time, be able to see the results of ADSDAQ's page-level contextualization that allows planners and buyers to see ADSDAQ in-category metrics alongside those of endemic sites. The aggregated audiences for many of the ADSDAQ categories (http://exchange.contextweb.com/buyingdesk/howitworks/adsdaq_categories) are so vast that they now rank in the top ten entities measured by comScore. Some examples: B2B (ranked 1); Religion (1); Education (5); Real Estate (3); Technology (7) and Entertainment (9).

ADSDAQ's Travel category audience, for example, is larger than many of the top-ranked entities in the online travel category, including the Tripadvisor Network; Travelocity; Orbitz, Priceline.com and Expedia. Among the top ad networks in the travel category, ADSDAQ Travel ranks only behind AOL Networks: Travel and Advertising.com Travel.

ADSDAQ Sports & Recreation has bigger audiences than FOXSports.com, MLB.COM and AOL Networks: Sports and ranks only behind MSN, Yahoo! Sports, Advertising.com Sports and ESPN Sports.

In the new comScore, Inc. Media Metrix 360 reporting each ADSDAQ category can be clicked on to reveal subcategories of more specific targeting potential. For example subcategories under ADSDAQ Sports & Recreation include sports like Baseball, Football, Soccer, Tennis and Golf.

"Media planners and buyers will now be able to leverage ContextWeb's extensive categorization and ContextWeb's ADSDAQ Exchange category-specific metrics, as reported via Media Metrix 360," says Anthony Psacharopoulos, senior vice president of comScore. "The ability to research and plan online audience has never been easier -- or more precise -- than it is now with 360."

comScore, Inc.'s Media Metrix 360, announced in May 2009, (http://comscore.com/Press_Events/Press_Releases/2009/5/comScore_Announced_Media_Metrix_360) combines person-level measurement from comScore's proprietary 2 million person global panel with Web site server metrics in order to account for 100 percent of a Web site's audience. The new service reconciles traffic metrics reported from client server-side and ad server data, with fully consistent, hybrid audience measures that can be used for improved planning of online media campaigns, and for evaluating the delivery of those campaigns at an unprecedented level of audience completeness and granularity.

ContextWeb, Inc. (http://www.ContextWeb.com) operates the ADSDAQ Exchange -- the only online ad exchange where both advertisers and publishers have complete control. The exchange places rich media, banner and text ads across the Internet for over 9,000 publishers and 500 advertisers every day.

The exchange's patent-pending, page-level contextual technology delivers advertisers category specific "brand-safe" inventory along with extensive in-category reach making a purchase comparable to a site specific or portal buy. The ADSDAQ Exchange ranks among the top 20 ad-supported properties, according to comScore, reaching 112 million monthly unique visitors.

ContextWeb, Inc.'s investors include leading venture capital firms Draper Fisher Jurvetson ("DFJ"), DFJ Gotham Ventures, DFJ New England, Updata Partners and Investor Growth Capital. Directors and advisors include Marshall Cohen, partner at Pilot Group; Michael Kelly, CEO of The Weather Channel and Wenda Harris Millard, President of Media Link, LLC.

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