Red Herring

 

Angel Investors for SpotXchange

01 February 2008, 10:00
by Justin Moresco

 

Online video advertising is the next frontier, and a long list of startups have formed in the hope of bringing marketers and publishers together in advertising bliss.

 

Westminister, Colorado-based SpotXchange is on of them, announcing on Friday that private investors have pumped in an undisclosed amount in a first round of angel funding. The startup has created an online auction for video publishers and advertisers to cut deals.

 

The system then serves the highest bidder’s in-stream video ads—as well as related banner ads—and charges fees based on impressions. Advertisers can set targets based on region, time of day, publisher and content.

 

What really counts in the long run is if SpotXchange can deliver relevant ads, thereby bringing value to its customers.

 

Alex Bogusky of Crispin Porter + Bogusky and Laurence Chang, former portfolio manager of Janus Worldwide Fund, are among the investors.

 

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