New online ad company aiMatch has roots at Microsoft, aQuantive |
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New online ad company aiMatch has roots at Microsoft, aQuantive
Jeff Wood
It's been nearly three years since Microsoft gobbled up Seattle online ad giant aQuantive for $6 billion. And, as we have documented over the past few months, the talent from aQuantive continues to spread their entrepreneurial wings. Now, words comes of another startup created by former aQuantive and ex-Microsoft employees, though this one calls Raleigh, North Carolina home.
aiMatch says it is trying to help Web publishers maximize the value of their advertising inventory. The company is led by Jeff Wood, who previously served vice president of publisher sales at Microsoft. Wood, along with co-founders Guy Taylor and Ryan Treichler, previously worked together at online ad startup Accipter. The Raleigh, North Carolina company -- which sold ad serving technologies to Web publishers -- was gobbled up by aQuantive for $30.3 million in 2006.
In addition to the aiMatch founders, the company also counts Steve Perks as an executive. Perks most recently served as head of publisher solutions, EMEA, for Microsoft Advertising. Before that, he too worked at aQuantive and Accipter.
aiMatch today unveiled a trial version of the product, with the full offering slated to go live in June.
“While so many solution providers have been focused on helping publishers monetize remnant inventory, we recognized that publishers invest heavily in their content and need new tools to increase the value of their direct sold products,” said Wood in the press release. “That is why we are dedicated to offering solutions that leverage advertising intelligence to maximize their return on that investment.”
Microsoft has lost a number of executives from the aQuantive deal in the past year. Those include former aQuantive CEO Brian McAndrews (now at Madrona Venture Group), former Atlas president Karl Siebrecht (now at adReady), former VP Brent Turner (now at Marchex) and others.
Editor's Note: The TechFlash Live event on March 23 will focus on the future of online advertising and online business models for 2010. Speakers include McAndrews, msnbc.com president Charlie Tillinghast, AdReady founder Aaron Finn and Microsoft ad exec Jeff Lanctot. Tickets here.
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