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.