New Mobile, Affiliate Units at CPX Interactive Aim to Capture Fragmented Spend

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CPX Interactive was founded and long run as a traditional ad network business, but it wants to be known for multi-channel advertising -- a la ValueClick. So it's breaking out its channel offerings into branded divisions, starting with mobile and affiliate ads.

Its new mobile network, Moversa, is three months old but already contributes 5% of CPX's annual revenue of approximately $60 million. The freshly minted affiliate unit, Affiture, adds about the same amount, says CEO Mike Seiman. That doesn't necessarily mean the overall business has grown 10%, since both mobile and affiliate previously contributed revenue to CPX Interactive. But Seiman tells AdExchanger some of it is accretive.

"As we looked at the landscape and saw a lot of companies budding out into these individual disciplines, we've realized a part of our fault over the past few years has been not really marketing all of our services separately and breaking them out as subdivisions," he said.

By offering a standalone affiliate network, CPX allows marketers doing affiliate marketing through the company's display ad network to break out into email, search, and other channels. With 1,000-plus advertisers already on its network, capturing more holistic affiliate spending from even a handful could make an impact.

Moversa meanwhile is running mobile campaigns on behalf of 40 advertisers. The young mobile ad network's publisher relationships number in the hundreds, with most selling inventory to Moversa on a flat rate for a fixed period of time. "Traditional ad network type stuff," is how Seiman puts it.

CPX has long been active in the ad exchange space, having joined Right Media around 2005. "A lot of people don't realize we were involved in the exchange and trading business well before the trading desks and the SSPs arrived," he says.

So what's next for CPX's fragmentation strategy? Video? Social? Lead gen?

Seiman will only say, "It will be on the publisher side."

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