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TRAFFIQ Inc., a provider of digital advertising tools, has launched what it claims to be “the only fully open and completely transparent marketplace” that connects buyers and sellers of online media. The Internet Traffic Exchange is a web-based trading platform where media buyers and web publishers can engage with one another directly in a transparent, auction-based bidding environment.
Rather than conducting what TRAFFIQ Inc. calls the “commoditized approach” used by other exchanges or ad networks, in which real-time auctions of single impressions take place, TRAFFIQ’s model focuses on buying and selling discrete blocks of inventory, with defined start and end dates.
TRAFFIQ offers automated matching of buyers and inventory, based on traffic segmentation provided by sellers, and campaign criteria provided by buyers. Buyers and sellers can also utilize an optional workflow that mirrors and simplifies the RFP and sales process relied on by most publishers, agencies, and advertisers.
Participation on TRAFFIQ is free for buyers. Sellers pay a fixed percentage only for inventory sold. TRAFFIQ’s proprietary ad server is free to buyers and sellers who choose to use it, or it can easily interface with 3rd party ad servers currently in use.
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