NetSprint secures deal in Denmark

23.06.09

NetSprint has secured a deal with Open AdExchange, a European operator of contextual ad intermediation. NetSprint will provide technology to be used in the Danish operations of Open AdExchange to strengthen Publishers position on the Pay-per-Click advertising market. Open AdExchange is a platform that enables purchasing, managing and contextual display of ads. Experienced teams from both companies will be responsible for the technological development of this undertaking.

Nine of the biggest publishing groups in Denmark have decided to use Open AdExchange: Berlingske Media, Politiken, Ekstra Bladet, TV2, Nordjyske Medier, Syddanske Medier, Børsen, Egmont, Jubii, Fynske Medier. All websites that have decided to implement the Open AdExchange scripts generate a total of 40% of the Danish Internet qualified traffic (subject to FDIM research - Foreningen af Danske interaktive medier).

"The idea behind Open AdExchange is to restore the direct relations between publishers and advertisers. It aims at restoring their control over income from ads published on the internet within pay per click and pay per performance models. Our solution enables professional management of contextual ad sales and display, among others thanks to tools for advanced content analysis, display control and effectiveness statistics." - said Tron Kleivane, CEO at Open AdExchange. „The long-term experience of NetSprint, in the field of search technology and contextual advertising, has made them a natural technology partner and will have a significant impact on the potential of our network and its rapid development" - he added.

Tron Kleivane, the founder of Open AdExchange, is a Norwegian with 25 years of experience in IT. He has developed the concept of and open contextual advertising platform during his work in a Norwegian search company - FAST Search & Transfer. The company was subject to an acquisition by Microsoft in 2008.

"We are very happy to cooperate with Open AdExchange” - said Artur Banach, the President of NetSprint.pl. “ Our technology has been developed to support the Adkontekst ad network in Poland. The cooperation with Open AdExchange underscores our international potential adding new dimensions to our international operations”. In September 2008, NetSprint started cooperation with the Textads network - the leader of contextual advertising in Lithuania and Latvia.