Mpire Adds APIs To Improve Integration Ad Networks And Exchanges

Seattle, WA, February 23, 2010 - Mpire, the market-leading advertising verification and optimization technology company, today unveiled a series of APIs for its award-winning AdXpose Analytics and brand protection solution that improves its integration with other technology platforms that rely on data and analytics to optimize ad buys.

By integrating the AdXpose APIs into their existing technology platforms, ad agencies, networks, exchanges, demand-side platforms, and ad servers can more effectively integrate AdXpose campaign data and tools to help them make more robust, real time campaign optimization decisions around placement, engagement, and performance without having to separately use the AdXpose reporting portal.

"Online display advertising is increasingly migrating to a technology-driven, real-time sales model. While this model offers significant advantages to advertisers and publishers, its success will ultimately depend on its ability to deliver trusted fulfillment at scale," said Robert Coolbrith, research analyst at ThinkEquity. "With its effort to integrate its technology into existing liquidity and optimization platforms, AdXpose is making it easier for advertisers to embrace this new model while maintaining control over critical brand objectives."

The APIs provide advanced reporting capabilities, including
# Domain Verification – On what URL or site an ad appeared
# Placement Verification – Where on the page the ad was placed and if it was a viewable impression
# Geographic Verification – In what country, state or city an ad appeared
# Demographic Verification – Who saw the ad, categorized by gender, age, household income, etc.
# Classification Verification – On what type of site and/or next to what type of content is the ad appearing

"The new AdXpose APIs address the needs of our customers for a richer, more comprehensive and simplified campaign overview by blending AdXpose Analytics data with data from real-time decision engines and other sources, and displaying the information in whatever reporting platform they desire," said Greg Harrison, co-founder and chief technical officer of Mpire. "The number of technologies needed to effectively and efficiently manage display campaigns is growing, which is why we’re taking steps to reduce complexity for our customers while empowering them with greater campaign insights."

Source: Mpire