TraffIQ is a new breed of Internet Traffic Exchanges and it has a great team behind it. The CEO, Mark Khan, has just made an announcement at an imminent launch in July.
About TRAFFIQTM
TRAFFIQ is set to launch in July 2007 as an open, transparent and efficient online exchange for Internet traffic. The experience of TRAFFIQ’s founders as publishers, marketers, media buyers and Internet technology specialists has enabled them to recognize costly inefficiencies and gross inequities in the current online media buying and selling process. In light of these inefficiencies and inequities, they have sought to establish a data-rich trading platform that will mutually benefit all buyers and all sellers by maximizing their yield and managing their inventory effectively. The founders of TRAFFIQ have directed their extensive experience and unyielding passion to improve not only the process, but also the results.
This could become the next Google Adsense killer, if they get it right. If Google’s acquisition of Doubleclick goes through, it changes this space significantly and with Yahoo right on their heels with RightMedia’s acquisition the online advertising marketplace couldn’t be hotter right now.
If TraffIQ succeeds, it could blow open the lid on this industry, as Google did, by automating media buying through AdSense, but instead, TraffIQ will give real time intelligence as to how online media placements are performing. Very often this is impossible as you have to deal with sales people in order to establish your placements, and then you cannot adjust your media buys on the fly but have to wait until your media buy is completed before signing a new IO (Insertion Order), etc.
Time will tell, but I believe that TraffIQ is DoubleClick 2.0…
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Comments On This Post
May 10, 2007 at 3:34 pm
Honestly though, Vin - how many of these things can the market support (e.g. adECN is another who had a large not-too-heavily-trafficked AdTech booth here in San Fran a few weeks ago)? I stand to be corrected but unless there is some very very special secret sauce we haven’t heard about, I think these guys and others who will no doubt follow are barking up the wrong tree. I think the same thing is true on the “lead exchange” side (e.g. Root Markets, LeadPoint, LeadPile, ExchangePlace etc.). Impressions are not commodities and tradeable as such. Transparency is a lofty goal and I believe everything that moves in the direction of sunlight is usually more positive than not — but I think the operational details of online advertising are killers and whoever is going to solve this issue will have to have EXTREMELY deep pockets.
May 10, 2007 at 5:34 pm
Honestly though, Vin - how many of these things can the market support (e.g. adECN is another who had a large not-too-heavily-trafficked AdTech booth here in San Fran a few weeks ago)? I stand to be corrected but unless there is some very very special secret sauce we haven’t heard about, I think these guys and others who will no doubt follow are barking up the wrong tree. I think the same thing is true on the “lead exchange” side (e.g. Root Markets, LeadPoint, LeadPile, ExchangePlace etc.). Impressions are not commodities and tradeable as such. Transparency is a lofty goal and I believe everything that moves in the direction of sunlight is usually more positive than not — but I think the operational details of online advertising are killers and whoever is going to solve this issue will have to have EXTREMELY deep pockets.
June 22, 2007 at 2:13 pm
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August 28, 2008 at 3:33 am
This is nice article on TraffiQ. I hope TraffiQ will get success. It is nice information on TraffiQ.
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