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Etology Launches Japanese Ad Exchange Network AdButterfly.com New Japan Ad-Engine Aligns With Asian Powerhouses CGM Marketing and Technorati Japan to Launch Advertising 2.0 Exchange Network Highlighted Links Etology Home Page About Etology NEW YORK, NY--(Marketwire - November 5, 2007) - Ad:Tech -- Etology, a global leader in "do it yourself" online advertising currently delivering one billion advertisements per day worldwide, today announced the launch of AdButterfly, a Japanese online ad exchange network. By internationally mobilizing their online ad-exchange platform for AdButterfly, Etology is able to provide a focused advertising marketplace for user-generated websites in Japan. With a strong focus on blogs, along with their strategic partnership with CGM, AdButterfly is primed to progressively advance "self-serve" advertising in Japan. AdButterfly's alliance with Technorati Japan further maximizes their innovative platform with a tag-focused engine that utilizes content keywords and ad targets. AdButterfly empowers site owners to determine market value for their ad space, set the price and sell directly to advertisers. AdButterfly's transparent 'tag-vertising' effectively delivers a high-impact open marketplace for sellers and advertisers to focus-deliver in target markets with a higher ROI. "Ad Butterfly is a first-of-its kind ad marketplace that puts the advertisers and the bloggers in touch with each other on equal footing and adds genuine context and respect to a relationship that has suffered in modern advertising. We're really looking forward to testing it in the Japan market and set a standard for authentic conversational marketing worldwide," said Joi Ito, Venture Capitalist, Entrepreneur and Board Member, Technorati. "With AdButterfly we have effectively created a democratic marketplace for Japanese consumers to sell their ad-spaces in a user-driven venue to a robust advertising community seeking to reach a wide-variety of niche Asian markets

AdBrite might have just secured an additional $23 million in funding, but at midnight tonight its business prospects may look decidedly dimmer. Competing ad network Etology is cutting deals with some of AdBrite's biggest customers to take over their ads. A big chunk of the ads that AdBrite serves are for porn sites on behalf of the AVN Media Network. These AVN Ads make up 31 percent of AdBrite's total daily impressions (259 million out of 824 million total, according to the respective Websites). Yes, porn is the lifeblood of many of these online ad networks-don't act so surprised. etology-logo.pngSince December, 2004 AdBrite has been supplying the technology, billing, and payment platform for AVN Ads. Now that deal is going to Etology, who will manage the site from now on and relaunch it with a new look. Before that happens, AdBrite is trying to redirect all of its members to its own new adult advertising sub-brand, BlackLabelAds. If you go to the AVN Ads Website, you will see a big pop-up trying to switch advertisers and publishers with existing accounts over to BlackLabelAds. Yet, according to Etology, it has already secured the loyalty of 1,268 (and counting) of the biggest porn sites on AVN Ads, including YouPorn, PornTube, and RedTube. (Out of 6,614 total). Those 1,268 sites account for 108 million daily impressions (or 42 percent of AVN Ads' total, and 13 percent of AdBrite's total). The other 151 million impressions are still up for grabs. Etology is trying to lure them with a 75 percent share of revenues, versus the 70 percent they got from AdBrite. I caught up with AdBrite co-founder Philip Kaplan on the phone to get his take. He notes that all the current 6,614 sites that run AVN Ads have AdBrite code on them, and that is going to stay there unless they take it off. "If you were an AVN Ads user before, you are automatically a BlackLabelAds user." But he is really not too worried about losing the porn business because it is not where he s

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Search is dead. Or at least that's the opinion of one tuned-in venture capitalist I've been getting to know this year. We were recently discussing the drawn-out Microsoft-Yahoo-Google showdown and its larger implications when my fellow futurist issued his bold statement as a sort of summary dismissal of the whole multi-billion-dollar battle. In his opinion, Silicon Valley's Big Three are fighting over the scraps of the last decade of innovation while there's a sea change taking place in the way people use the Internet-one that may leave the Web's biggest players holding all the cards to a game nobody wants to buy in to anymore.

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