Turn Publishing
Turn enables advertisers and publishers to buy and sell online advertising in an advanced market that automates targeting. Turn eliminates the need for manual targeting and provides bidded CPA, CPC and CPM pricing for graphical and text ads. Through its revolutionary targeting and innovative pricing models, Turn simultaneously delivers amazing simplicity, dramatically better relevance, and maximum revenue for advertisers and publishers.
To get started, advertisers first enter the prices they’re willing to pay for various results - $5 for a sales lead, say, or $50 to $60 for a completed transaction. Next, they upload their text-or graphics-based display ads. Turn’s software then analyzes the ads using more than 60 variables - including content, brand strength, and keywords - and determines the right publishers to serve up the ads. Turn splits the revenue (70-30, on average) with the publisher.
Since launching in beta in November, the company has signed up more than 1,000 advertisers and cranked more than 5 million ads through its analysis engine.
Founders: Jim Barret, John Ellis
Investors: Norwest Venture Partners, Shasta Ventures, Trident Capital ($17.5m)
