Optimad online ad trading service to expand into Europe

Optimad.com, the online trading site previously known as Adtender, relaunched last week with European expansion plans and a raft of dotcom ad inventory.

Optimad.com, the online trading site previously known as Adtender,

relaunched last week with European expansion plans and a raft of dotcom

ad inventory.



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

transactions.’



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.