Australian Advertising Goes Tribal

Online Ad Network Tribal Fusion launches in Australia

Sydney – June 17, 2008

Tribal Fusion, the world’s largest independent online advertising network and leading site-representation company, today launches into the Australian marketplace. Through the latest ad serving and optimisation technology, Tribal Fusion delivers advertising solutions to brand and direct marketers and premium publishers by offering customised placements in contextually relevant content. With a significant number of English-speaking users in the Tribal Fusion network and an agency model comparable to North America and Europe, Australia is an ideal market into which Tribal Fusion can expand its offering.

The demand for online display advertising continues to grow as both consumers and advertisers shift from traditional to digital media. Major brand advertisers, in particular, are looking for safe, cost-effective alternatives to buying on portals and marquee sites. Consumers themselves are ever more sophisticated, demanding a more tailored and personal approach to marketing. This has presented a challenge to marketers in the delivery of the right message to the right consumer in a complex and ever expanding online world with increasing audience fragmentation – a challenge which Tribal Fusion addresses in the U.S., Canada, the U.K., India, and now in Australia.

Vicki Lyon, Director of Business Development, Tribal Fusion – Australia, said, “Tribal Fusion has built a successful independent advertising network with its innovative approach and unique technologies, addressing the needs of both online marketers and publishers. We offer site-specific and special placements, and various ways to target users anonymously such as geotargeting and behavioural targeting. Tribal Fusion delivers campaign results with the transparency and quality of sites that advertisers have come to expect.”

To maintain the quality of sites in its network, Tribal Fusion accepts and partners with only six percent of the online publishers who apply. Lyon continued, “Our revenue-share model operates in the best interests of publishers, delivering them multiple ways to monetise content through revenue sharing, free ad serving, and quality advertisers and advertising.”

In Australia, Tribal Fusion has already run successful pilot programs with clients including Microsoft, whose online campaigns are managed by Andrew Davis, Digital Account Manager, Universal McCann – Australia. Davis commented, “Working with Tribal Fusion we have been able to deliver effective online media in a very cost-efficient model for our clients. These are key criteria. We have found Tribal Fusion to be helpful and creative, and their briefs are always developed to offer value to our clients.”.

Dilip DaSilva, Founder & Chief Executive Officer of Exponential Interactive, Inc., the parent company of Tribal Fusion, stated, “Tribal Fusion has enjoyed six years of profitable growth, and international expansion is a key strategy to our continuing success. Australia is an exciting market for Tribal Fusion as we see the strong growth in the online sector teamed with a healthy agency culture. Our existing user base of English speaking consumers makes Tribal Fusion a natural fit for both Australian publishers and digital marketers.”

“With the explosion in online media content and advertising, we wanted to ensure that our high-quality advertisers and publishers have access to a broad range of tools to reach their target audiences and increase their revenue potential. Tribal Fusion offers the most robust, dynamic, scalable solutions that leverage our proprietary technology,” DaSilva added.

Tribal Fusion represents over 1500 web publishers worldwide and works with 38 of the top 50 online advertisers including brands such as Microsoft, AT&T, Hewlett-Packard and Sony. Tribal Fusion offers advertisers site-specific and special placements, behavioural targeting, profile targeting, geotargeting, and daypart advertising and tandem ads.

About Tribal Fusion

Tribal Fusion® is the leading site representation company serving over 30 billion monthly impressions to more than 230 million unique users worldwide every month. The company partners with top quality web publishers to provide brand advertisers with targeted ad placements. Offering site-specific, channel-wide, run-of-network ads as well as behavioural and contextual placements, Tribal Fusion delivers results through expert advice and intelligent technology. Tribal Fusion® is owned by Exponential Interactive, Inc.™ – a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers. Additional information is available at and