1. Who are your participating publishers?
Since its inception in early 2005, we have built the ADSDAQ exchange by offering a CPM AskPrice to publishers. We now work with more than 1,000 publishers, including 100 of the comScore 250 websites and many smaller sites too. With the launch of our new self-service desk for publishers, it will now be much easier for smaller, long-tail publishers to participate. Some of our larger publishers include Fox News, Accuweather, Denver Newspaper Agency, Boston Herald and Belo Interactive Media.

2. Who are your participating advertisers?
ContextWeb works with more than 12 of the top 15 interactive ad agencies, including Digitas and Modem Media (Publicis), Agency.com (Omnicom), OgilvyInteractive (WPP) and FCBi (Interpublic). More than 350 advertisers run on the ADSDAQ exchange, including some of the biggest brands in automotive, pharmaceuticals, travel, consumer electronics, insurance and financial services.

3. Who are your participating networks?
To date, ContextWeb has focused on direct relationships with ad agencies, advertisers and publishers.

4. What is the number of monthly transactions?
In June 2007, we served 3.6 billion advertising impressions and reached 65.1 million uniques (comScore). More important to our advertisers is the page-level content targeting and creative placement control that ADSDAQ can provide through its Contextual Tradable Units (CTUs).

5. What are your dynamic pricing capabilities?
By selecting various targeting options and using the various pricing models -- CPM, CPC and CPA, available in the BidPrice -- advertisers can "set it and forget it." As a market maker (not a transactional) exchange, ContextWeb dynamically prices different publisher inventory to hit the advertiser's BidPrice.

6. How many transactions per second in a day?
10,000 at peak.

7. What kinds of inventory are you selling? Static? Rich media? Video?
ContextWeb sells contextually targeted, third-party served graphical ads. Agencies and advertisers run brand, hybrid and direct campaigns with the ADSDAQ exchange. We support standard IAB sizes and run standard graphical and rich media formats, including Pointroll, Eyeblaster, Eyewonder, InterPolls, Atlas Rich Media and DART Motif.

8. How can advertisers target their ads?
In addition to the typical targeting that might be available from an ad network (geo-targeting, time of day, et cetera), advertisers can leverage ContextAd page-level content targeting to control creative placement on a page by page basis. If the advertiser wants impressions about health, we pull only pages about health from endemic and non-endemic publishers.

We don't serve that advertiser on a "health site" or "health channel," where many individual pages are not about health; this type of solution is poor placement control for brands and lousy for the efficiency of direct response.

9. What makes your ad exchange different from other exchanges?

• Premium inventory: ContextWeb's ADSDAQ  is an exchange for premium ad inventory, not remnant. Since the publishers will set their CPM AskPrice, the ADSDAQ exchange is a first stop for inventory prior to a publisher's ad network remnant alternatives. ContextAd page-level targeting adds value to inbound publisher impressions while providing control to advertisers to make exchange inventory "brand safe" and eliminate waste.
• Proprietary contextual technology: ADSDAQ is powered by ContextAd technology. The real-time page level contextual engine allows ADSDAQ to convert advertiser demand and publisher impression supply in to one of 350+ content categories: impressions about health, travel, auto, computers, sports, et cetera. These Contextual Tradable Units (CTUs) are unique to ADSDAQ and allow buyers to control placement at a page level. CTUs add value to inbound publisher inventory and allow a free flow of trading for buyers and sellers.
• Pricing control: The ADSDAQ exchange allows pricing control for both buyer and seller. Advertisers use the BidPrice and can pay CPM, CPC or CPA. Publishers use a CPM AskPrice; the exchange pays this price for all impressions. When the exchange is not able to clear seller impressions at the AskPrice they are sent to a backup network designated by the publisher.
• Open to everyone: The ADSDAQ exchange is open to all publishers and all advertisers, large and small; short tail and long tail. We recently launched a new self-service desk for publishers selling inventory.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties?
ContextWeb bills agencies and advertisers and pays publishers directly. Clearly a single, trusted point of contact for billing and payment is of benefit to all market participants.

11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
Neutrality is delivered by giving market participants pricing control. The ADSDAQ Exchange does this by providing BidPrice to advertisers and AskPrice to publishers.
In addition, there are the normal administrative controls customers expect, such as ad blocking for publishers or context exclusion by advertisers.

12. Can your ad exchange service be integrated with other ad management platforms?
Yes. Buyers and sellers can connect to the ADSDAQ Exchange using tags from an ad server including DoubleClick's DART, aQuantive's Atlas and 24/7's OAS/Open AdStream, or they can connect directly.

ADSDAQ is an open platform and encourages market competition. For advertisers we provide the reach they typically see with an ad network and can replicate the qualities of a site-specific buy using our ContextAd page-level content targeting.

For publishers, if ADSDAQ is unable to clear inventory at the AskPrice, we enable each one to specify backup networks such as BURST, Tribal Fusion, Google AdSense and many others, including remnant exchanges.

In the end, it is all about putting control in the hands of the customer and making it easy for all market participants.