Viads

Turning Earned Media Into Paid, RadiumOne Debuts Real-Time Hashtag Targeting

RadiumOne announced real-time hashtag targeting as part of its programmatic advertising platform, enabling ads to be served to users as social conversations start rather than after trending. The feature supplements the company’s Sharegraph data system and complements existing tools like the Re.Post URL shortener, which places cookies for retargeting. RadiumOne claims its platform handles about 25 billion ad impressions daily and can reach some 700 million users through its sharing products. CEO Gurbaksh Chahal describes the approach as focusing on contextual signals over individual targeting and plans to sell ads on a CPM basis across web, mobile, Twitter, and Facebook. The company is positioning itself as a preferred partner within Facebook Exchange and plans additional integrations with other social platforms. In addition, Via.Me is cited as a data source with roughly 11 million monthly users and about 2 million app downloads on iOS and Android.

The State Of RadiumOne: CEO Chahal Says Company Building Signal, Targeting Social Ads On Open Web

AdExchanger interviews Gurbaksh Chahal, CEO of RadiumOne, about building a real-time social advertising platform for the open web. The discussion traces RadiumOne’s evolution from social retargeting in 2010 to a first‑party data strategy via ShareGraph, publisher revenue through po.st, audience segments created by re.po.st when URLs are shortened, and the via.me product enabling real-time publishing and advertising. Chahal argues that DSPs have narrowed the market by focusing on cheaper retargeting, and he emphasizes building a distinctive social graph that powers real-time, cross-platform campaigns outside walled gardens like Facebook. The company claims access to 12 billion RTB impressions per day and outlines growth plans, including expansion into France and the UK with Canada and Australia planned for 2013. The piece also notes TechCrunch’s rumor of a $500M valuation and fundraising, which Chahal does not confirm. Overall, the interview portrays RadiumOne as creating a new category of social advertising on the open web.

Amazon Talking With ATDs; Komli Buys Asian Ad Network; Pub Networks (SSPs?) To Sell Thru AdX

The AdExchanger daily news roundup for March 2, 2012 highlights several key moves in the ad tech ecosystem. Komli announces the acquisition of Singapore-based Admax, expanding its Southeast Asia reach with a publisher network of over 4,000 sites. Google updates its Ad Exchange policy to allow publisher networks to participate even if they own or operate only a few sites, potentially enabling disintermediation, with PubMatic and Rubicon Project eyed as possible beneficiaries. Cape Air is leveraging Google ITA Software technology to power its online reservations, prompting industry debate about margins and competition following Google’s ITA acquisition. Amazon explores retargeting inventory for agency trading desks, raising questions about data access and privacy. RadiumOne launches Via.me, a mobile app to publish across social profiles, signaling continued emphasis on app-install and social-signal-based advertising.