MPire Becomes AdXpose, Raises $3 Million

 

Mpire, an ad verification an optimization technology company, Monday announced that it had raised $3 million in growth financing from current investor Draper Fisher Jurvetson and had changed its corporate name to that of its ad analytics product, AdXpose.

Ad verification, the area of display ad analytics which examines media buy quality is no longer considered an optional accessory for blue-chip companies shopping for optimized content. The company reported an average 150 percent rise in revenue per quarter during 2010, although it did not disclose the base.
Some have questioned whether ad verification alone is enough for a standalone company. The space has seen some consolidation already with Adometry last month selling to Click Forensics to form an ad analytics firm.
According to Kirby Winfield, CEO of AdXpose, the popularity of ad verification tools across the advertising industry has to do with a greater need for brand safety and and a desire to have optimization tools more intimately connected with attribution transparency processes. “Many believe ‘traditional’ verification functions should be baked into the ad server level, which is why we built our tech to embed natively as a drop-down in the top ad servers and actually have a live OEM relationship with AOL’s ADTECH, ” Winfield said.
The broadening realm of ad verification has begun to blur the line between pure analytics and safety predictability modeling.
“There are aspects of verification that really feel more like next-generation measurement tools,” stated Winfield. “It will be an interesting space to watch and to play in.”
https://digiday.com/?p=5481

More in Media

Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic

Publishers like Axios, Eater, the Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings to engage audiences as a wave of generative AI advancements increases the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.

The Guardian US is starting its pursuit of political ad dollars

The Guardian US is entering the race for political ad dollars.

How much is Possible’s future in Michael Kassan’s hands?

Some people in the know at Possible said they see the conference taking a bite out of Cannes’ attendance, most acutely by U.S.-based marketers who could save money by staying on this side of the Atlantic.