MPire Becomes AdXpose, Raises $3 Million

April 4, 2011 | By Carla Rover

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.”

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