The text ad platform offers advertisers targeting opportunities chosen by category, site, section and individual page online.
The platform operates an auction-style bidding model for ad placement across publishers' inventory. It combines click-through-rate and cost-per-click figures to rank ad in order of performance.
It claims to be more ‘transparent' than rival services from Google as advertisers can chose their site and publishers can manage the compatibility of ads against content, reviewing ad campaigns and inventory before they run on their site.
Publisher content covers six channels, including business and technology, sports, travel and health, national news, lifestyle and entertainment, plus classifieds and e-commerce.
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