AdEffective targets 250m display ad serves

Online advertising company AdEffective (ASX:ABN) aims to be serving 250 million ad impressions per month with its Footar display advertising platform by the end of the calendar year.

In a market update, the company revealed it is on track to bring Footar revenues in line with those earned from its AdFeed search ad platform business by the end of 2Q12.

The company added that the platform publisher agreement for Footar with Rubicon Project Incorporated, signed in July, has allowed it to secure deals with a number of large US publishers and advertising partners.

And AdEffective will gain access to some 25,000 websites as part of a cross-licensing agreement with web hosting company Hostway.

But total search ad volumes from syndicated online advertising business AdFeed have declined, due to a decision to move to improve the quality of publisher websites on the network.

This has resulted in actions to remove low-quality traffic that doesn't convert to revenue from the AdFeed network, AdEffective stated.

The market update also states that the company “continues to examine several opportunities to diversify the current business offerings.”

AdEffective in June had ceased development of a domain name monetization platform and sold off some web assets to allow it to concentrate its efforts on Footar and AdFeed.

ABN shares stayed flat on Thursday at $0.001.