Mpire Corporation Unveils Breakthrough Campaign Verification and Ad Optimization Technology

AdXpose Invite-Only Campaign Testing Opens Today; Private Beta Partners Already Include, Jones Soda, Keen Footwear, OpenX, TRAFFIQ and Wetpaint

AdXpose is patent-pending ad technology that gives brand marketers and interactive agencies campaign verification and optimization anywhere their ads run across the Internet.
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SEATTLE, WA – To address online marketers’ growing need to quickly assess and qualify campaign effectiveness, Mpire Corporation, a market-leading ad optimization technology company, today announced that it has opened campaign testing through AdXpose™ (, patent-pending ad technology that gives brand marketers and interactive agencies campaign verification and optimization anywhere their ads run across the Internet.

The digital ad industry has become increasingly complex and continues to struggle with inefficiency. Early AdXpose testing shows up to 40 percent of online budgets are wasted because ads are never seen, and nearly 80 percent of interactive ads are sold and resold through third parties (IAB/Bain Digital Pricing Research, 2008), leaving brand marketers with little campaign transparency and return on investment.

Brands are eager for solutions such as AdXpose because they are searching for the tools that will help them improve their marketing decisions. Whether ads appear through exchanges, ad networks, or direct buys, AdXpose can help marketers achieve:

—  Campaign verification anywhere campaigns run online: ad networks, exchanges and/or direct
—  Ad optimization and actionable insights through real-time reporting
—  Publisher accountability ensures advertisers’ messages are being delivered to the right sites
—  More effective ad placements that result in less wasted budget
—  Ad creative awareness that shows how consumers are engaging with campaigns

Announced during ad:tech San Francisco, brands and advertisers can begin signing up to test their campaigns today. Several brands, publishers and networks have been involved in the AdXpose private beta, including consumer marketers such as Jones Soda and Keen Footwear, ad server and exchange operator OpenX, (a division of MTV Networks Entertainment Group), premium display advertising marketplace TRAFFIQ and community publishing platform Wetpaint. An AdXpose demo is available here.

“AdXpose has the potential to significantly improve both the economic value and consumer relevance of advertising by increasing campaign accuracy and transparency,” said Tim Cadogan, CEO of OpenX. “Since OpenX is focused on enabling all classes of businesses online to make more money from advertising through a fully open and extensible technology and monetization platform, we’re excited to work with Mpire in bringing AdXpose to market.”

For Publishers and Ad Networks

AdXpose also helps publishers and ad networks by supplying compliance information for advertisers around placement and media buying conformance. Most importantly, publishers benefit because they have powerful data to show advertisers around the campaign effectiveness on their web sites or ad networks.

AdXpose can scale to any size campaign, monitors most ad formats, including display, text, video and Flash-based creative, tracks IAB-standard and non-standard sizes, and uses IAB and MRC compliant reporting metrics.

“A renaissance in online advertising is long overdue — and it all starts with providing deeper, more transparent insights that ultimately increase the return for advertisers,” said Matt Hulett, CEO of Mpire. “It’s been said that half an ad budget is wasted — and now, with AdXpose, advertisers and agencies now know which half.”

About Mpire Corporation

Mpire is the market-leading advertising optimization technology company that is evolving traditional online advertising into a more relevant and engaging medium for publishers and advertisers. Mpire offers two distinct branded services: WidgetBucks™ and AdXpose™. WidgetBucks is a vertical shopping ad network that serves 1.5 billion monthly ad impressions through the sites and blogs of over 26,000 publishers. Proprietary performance-driven ad technology called YieldSense™ makes over 17,000 optimization decisions per second, resulting in an average eCPM increase of 50-60 percent for publishers. AdXpose™ is patent-pending optimization technology that gives brand marketers and agencies campaign verification and optimization anywhere their ads run across the Internet, including exchanges, ad networks and direct publisher placements. Backed by Draper Fisher Jurvetson and Ignition Partners, Mpire is based in Seattle, Wash.