Optimad.com, the online trading site previously known as Adtender,
relaunched last week with European expansion plans and a raft of dotcom
The company has signed up the following new-media operations: Associated
New Media, BT Openworld, Carlton Interactive, Electronic Telegraph,
Guardian Unlimited and Zoom.
Dominic Coupe, Optimad’s head of marketing and sales, said: ’They will
put new and unusual opportunities on the site but also straightforward
banner-type inventory that is the normal part of an online buyer’s
schedule. The idea is to see if this is an efficient way of doing
Optimad is used by media owners to display inventory and by buyers to
browse ad opportunities and submit media briefs online.
Adtender launched in April and specialised initially in offering outdoor
and press inventory from the likes of the Telegraph Group, The Guardian
and Observer, IPC and Future.
It merged recently with the German online media specialist Adfora.com
and the combined company changed its name to Optimad.com.
The company is planning to open offices in France, Belgium, Switzerland,
Holland and Scandinavia.
Optimad competes with iMediapoint, although the latter launched with
traditional broadcast owners such as Granada and Carlton.