adMarketplace is a search advertising marketplace. The privately held company is headquartered in

New York City New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the U ...

. adMarketplace introduced an algorithmic bidding solution, BidSmart, for their search advertising platform in early 2014. Search advertising marketplaces represent a sizable but often overlooked segment of the

Search Engine Marketing Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine op ...

industry.

Services

adMarketplace operates an online marketplace that connects advertisers and publishers to serve PPC search ads on publisher properties in response to a user's search. The company places keyword-targeted ads on web properties outside of traditional

search engine result page Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a user. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query. The p ...

s. adMarketplace offers advertisers scale and performance via access to exclusive search traffic, according to the company website. For publishers, the company offers custom search monetization, flexible implementation, and transparent reporting. Publisher partners include Firefox,

Afterpay Afterpay Limited (abbreviated as Afterpay) is an Australian financial technology company best known for its buy now, pay later (BNPL) service. It operates in Australia, the United Kingdom, Canada, the United States, and New Zealand. Afterpay w ...

, and Avast Browser. The company positions itself as the only search syndication marketplace and allows advertisers to separate bid management by device type (computer/tablet/phone) and traffic source. The company claims that increased pricing control and transparency results in a higher ROI for advertisers. In 2013, adMarketplace partnered with Kenshoo to offer integration through Kenshoo's campaign management dashboard.

Recognition

In 2014, adMarketplace was named to

Deloitte Deloitte Touche Tohmatsu Limited (), commonly referred to as Deloitte, is an international professional services network headquartered in London, England. Deloitte is the largest professional services network by revenue and number of professio ...

’s Technology Fast 500 as one of the fastest growing technology companies in North America. The Data Warehousing Institute (TDWI) named adMarketplace a 2014 Best Practices Award winner in Big Data Technology for its Advertiser 3D and BidSmart technologies.

Hewlett Packard The Hewlett-Packard Company, commonly shortened to Hewlett-Packard ( ) or HP, was an American multinational information technology company headquartered in Palo Alto, California. HP developed and provided a wide variety of hardware components ...

also recognized adMarketplace with the 2014 Discover Award for its innovation in big data even though their tracking technology is known for its faults.

History

adMarketplace was founded by James Hill in 2000. From 2003 to 2006, it was the exclusive search advertising platform for

eBay eBay Inc. ( ) is an American multinational e-commerce company based in San Jose, California, that facilitates consumer-to-consumer and business-to-consumer sales through its website. eBay was founded by Pierre Omidyar in 1995 and became ...

; when that exclusivity ended, the company opened its platform to all advertisers and publishers. The immediate impact was a major downsize, with just seven employees at one point, but it then grew 50% in 2008 and reached 80 employees in 2011. In 2012, adMarketplace grew to 100 employees, and was named the 8th fastest growing company in New York by Crains. In 2014, adMarketplace was ranked one of the fastest growing technology companies in North America by Deloitte on their annual Fast 500 list, and in 2016 adMarketplace was among the first 100 companies approved for the Trustworthy Accountability Group (TAG) registry

References

{{reflist Marketing companies established in 2000 Online advertising services and affiliate networks