AdTaily wants to help publishers turn readers into advertisers
by Steve O'Hear on April 22, 2010

AdTaily, the self service advertising platform, thinks it’s spotted a gap in the online advertising market. As it stands, says the company, publishers have no easy way of selling advertising space directly to their readers, many of whom would like to sponsor a site and reach its audience if only there was less friction involved in the process.

Enter AdTaily’s ad sales widget. Once embedded on a publisher’s site, it enables readers to buy ads with as little as 3 clicks – they don’t even have to upload the required 125×125 banner as the widget will generate one if necessary based on any text entered. Publishers get to set the price for placing an ad – charged daily, weekly or monthly – and keep 100% of the proceeds if the sale comes directly through the widget, which is potentially quite disruptive.

Currently, 10,000 publishers and 3,000 advertisers are using AdTaily, reaching 600 million page views monthly.

In terms of generating revenue, AdTaily plans on becoming an ad-network in itself and partnering with more established players, in which case, publishers will get a 70% cut of revenue from any ad sales generated this way.

The service has been available to publishers in Poland since August 2009 and this month will see its international roll out (currently in private beta), along with new features like automated price estimation/recommendation via Google Analytics integration, multiple discounts and, as already described, in-widget ad design.

The company says that over 30,000 ad units are sold each month. And while brands using AdTaily include Canon, Ford, and Nestle, the company is keen to highlight how it targets smaller advertisers.

“Each ad sold to a small business expands the market. Many of our advertisers launch their first online campaign with AdTaily.” says co-founder Jakub Krzych. “This is our goal – to make online advertising accessible for anyone.”

The team behind AdTaily was a London Seedcamp Week finalist in 2008 and incorporated as a company in February 2009. In June 2009 it received $314k in seed funding from the publishing group AGORA. Like many European startups, AdTaily’s 14 person team is somewhat distributed, with a presence in London, Warsaw and Krakow – although the company is re-locating its headquarters to London with the service’s international launch.

If you’d like to try out AdTaily, TechCrunch Europe readers can use the invite code TECHCRUNCHEU

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  • http://adtaily.com Julia Krysztofiak-Szopa

    Guys, many many thanks for covering us on TC. It definitely lifts our spirits:)

  • http://tjoozey.com/?p=4538 AdTaily wants to help publishers turn readers into advertisers

    [...] full post on Hacker News If you enjoyed this article, please consider sharing it! Tagged with: AdTaily [...]

  • http://www.businessads.net BusinessAds

    Very interesting, this looks like a good system.

  • meeka

    is it different with adtaily.eu? Next question will be — If they don’t take any commission from publishers, how does adtaily earn?

    Thanks for the reply Steve

  • http://adtaily.com Julia Krysztofiak-Szopa

    Meeka, adtaily.eu was our prototype version of the application, the one you see at adtaily.com is the newest one.

    As to our business model: we don’t take any commission when you sell your ad through the widget, on your website. But when we sell your ad space to our partners, we charge them (our clients, not you) additional 30%. So this is basically where the money comes from.

    In either case (direct sales, or AdTaily selling to its clients) you as a publisher have full access to moderation tools and you can accept or reject every ad that is bought in your widget.

  • frank

    Very nice.. this this gonna revolutionize the online ad market by making it accessible and transparent to mom and pop businesses around the world.

    And nobody thought of this before? kudos guys and best of luck with the implementation.

  • http://adtaily.com Marcin Grodzicki

    @frank – it’s one of those cases when both the market and the technology needed to be ready. And a great team to make it all happen :)

  • frank

    That is true..

    One important question the FAQ didn’t address thou .. who collects the payment? the publisher is paid directly by the buyer? or AdTaily collects from the buyer and remit to publisher?

  • http://adtaily.com Marcin Grodzicki

    The money goes from the advertiser to the publisher directly, while AdTaily automates it and makes it simple. That’s why I said, that technology needed to be ready as well, some things we’re using just weren’t there even last year.

  • Steve O’Hear

    Pretty sure I explained this:

    “In terms of generating revenue, AdTaily plans on becoming an ad-network in itself and partnering with more established players, in which case, publishers will get a 70% cut of revenue from any ad sales generated this way.”

  • Chad

    Hi Julia,

    On your site, you say

    … In other words – we take part of the money the publishers wouldn’t normally make.

    Could you please explain more ? If the widget keeps potential advertizers on the publisher site through the entire process of purchasing the ad, how then do you – adtaily.com – make money ???
    Also, what is this “wouldn’t normally make” part ???

    thank you. great service!!

  • http://adtaily.com Marcin Grodzicki

    Exactly.

    Thanks for the good words Steve :)

  • http://michuk.posterous.com michuk

    I’ve been using the Polish edition of AdTaily for over a year now both as a publisher and recently as an advertizer. I have to say it’s the easiest and most transparent online ad system on the planet and I’m very happy it’s going international. I recommend everyone to sign up ASAP as it’s always good to be the first ones at the party (there may be some cake still left).

    You can test the AdTaily ads on my two English language websites:
    - the Linux blog: http://polishlinux.org
    - the film buffs social network: http://filmaster.com

    Regards & best of luck to the team!
    michuk

  • http://antyweb.pl/agora-zainwestowala-w-adtaily-ponad-314-tysiecy-dolarow/ Agora zainwestowała w AdTaily ponad 314 tysięcy dolarów?

    [...] na Techcrunch EU ukazała się informacja o AdTaily, który już za chwilę startuje w angielskojęzycznej wersji. W [...]

  • http://business2press.com Hercules

    This is definitely welcoming. I might just give it a try myself. It’s good to see some competition in this space, then maybe other ad networks like buysellads might do something more too.

  • http://www.thefitnesstips.com/ fitnessgamer

    This is Great, I am now searching for the ad assistance that i will be using in my blog site. Thank you for the hint

  • http://adtaily.com Marcin Ekiert

    thanks a lot mate! :)

  • http://adtaily.com Marcin Grodzicki

    Hello Chad,
    as Steve was kind to point out, we act as an advertising network as well. Quite a lot of features will be released over the summer, some of them making it easier for advertisers to purchase ads in bulk – that’s where we make money. Since we help larger advertiser to target many sites in a specific niche – we also bring new advertisers (not current readers) to the publisher.

  • http://twitter.com/entreprenurls Michael Grabowski

    Sounds interesting but I’m getting a 502 error. anyone else getting this or is something screwy on my end?

  • http://adtaily.com Marcin Grodzicki

    Our stuff. Fixing it as we speak.

  • http://adtaily.com Marcin Grodzicki

    And done :)

  • http://www.utahstories.com Richard Markosian

    I’ve just tried Adtaily. It sounded perfect for what I need to do for my local website. But I’m a little disappointed that the ad that adtaily generates for my site isn’t customizable. Its far too big and overpowering.

    I think its great in its basic operation, but if I could create my own button that would link to your widget it would be much better.

  • http://www.cannedbanners.com Myles Younger

    Great concept! A simple idea that provides instant gratification for small advertisers. If anyone from AdTaily reads my comment, get in touch with us at Canned Banners. We have a great easy-to-use tool for creating high-quality Flash banner ads. Could be a nice fit – imagine being able to click the AdTaily widget, design a banner, purchase ad space, and begin running a campaign in a few minutes! I’m sure I’ll reach out to you regardless — I want to hear more about this. Cheers, Myles.

  • Marcin Grodzicki

    @Richard – Please stay with us. We’re releasing new features daily an customization of the widget is coming really soon.

  • Marcin Grodzicki

    @Myles – As Steve already wrote, you can design banners without leaving the widget already, but please get touch anyway.

  • Marcin Grodzicki

    @Myles – the answer to you comment is in the previous thread :)

  • http://www.mepi.pl Bartosz Barlowski

    We used adtaily for one of our major campaings in Poland and it generated fairly good results – we advertised mostly on high traffic websites. One month after the 5 day campaign the traffic stayed up, and started dropping after that period. I guess next time we are going to invest into less traffic sites, longer period, and more topic related blogs – I think that it will benefit us more. Cost less money, blog owners are happy – they get kind of a sponsor. I think that makes adtaily unique. Cheers guys, I’m happy to see a Polish company getting featured on techcrunch. :)

  • http://adtaily.com Julia Krysztofiak-Szopa

    Bartosz, thanks for sharing your experience. Heh, I remember that campaign of yours…

  • http://www.folden.de/emarketing/2010/04/23/widget-zur-platzierung-von-werbung-auf-webseiten/ Widget zur Platzierung von Werbung auf Webseiten – FOLDEN eMarketing

    [...] AdTaily wants to help publishers turn readers into advertisers [...]

  • Lucy

    I’m excited to learn more about AdTaily. Looks great at face value.

    Offering self-serve advertising is a great way to show more relevant advertising on a website since this kind of advertising is typically bought by small-med sized businesses that are endemic to the subject matter of the site.

    But, I quibble with the idea that they’ve filled a gap that no one else has filled yet. Each of these services below offers self-serve advertising as a the main thing that they do or as an added feature of what they do:

    BuySellAds.com
    ProjectWonderful.com
    AdRoll.com
    AdReady.com
    AdBrite.com
    AdToll.com
    AdJug.com

    Having said that, though, I really like the idea that AdTaily doesn’t take any commission and that they plan to make their money via an additional “ad network” component. I also like that they say you can accept or reject any ad network ads you want via the ad network component. It really drowns out the effectiveness of a bunch of great “mom and pop” ads when you also sprinkle in “whiten your teeth ads” right next to them.

    I’m definitely going to check out AdTail. I hope they’ve rolled all the best ideas of self-serve advertising together into one service!

  • http://adtaily.com Julia Krysztofiak-Szopa

    Lucy, you’re right that there are similar services out there and we’re 100% aware of their existence;)

    Hope you’ll be happy using AdTaily, especially that we’ll add some new features next week.

  • http://adtaily.com Marcin Grodzicki

    @Lucy Of course there are other ad networks, some doing even self-service. By simplifying the placement process to the extreme we want to make online advertising accessible to anyone – and that is something no one cracked before. Keeping the advertiser on the publisher’s site and making the process very short is our unique feature and, as Steve said, we’re most proud when advertisers launch their first online ad campaign with us :)

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    [...] einem Techcrunch Artikel über AdTaily beantworten die Macher übrigens noch einige interessante Fragen in den Kommentaren, [...]

  • JD

    Adtaily.com site is throwing an error.

  • http://adtaily.com Marcin Grodzicki

    Thanks for the tip, we’re already on it.

  • http://adtaily.com Marcin Grodzicki

    Already up and running. Thanks again.

  • http://Masterson.com Rich masterson

    Brilliant idea, I bet google buys them and makes it the local version of ad sense. Two questions. How does the service monitor potentially objectionable ads. Also, if the content of the page became objectionable would the advertiser be alerted?

    Nice work guys, every good wish

  • http://michuk.posterous.com michuk

    What do you mean objectonable? Porn? Warez? AdTaily is successfully installed in a few sites that embed megavideo content which is mostly pirated stuff and as long as everyone makes money, I haven’t seen objections :)

  • http://Masterson.com Rich masterson

    Each advertiser and publisher wouldnhave their own definition of objectionable, so my definition is irrelevant. Porn, Nazi hate stuff etc would probably fit most main stream definitions.

  • http://adtaily.com Julia Krysztofiak-Szopa

    @Rich, as a publisher you can simply reject any ad that is bought on your website, whatever your reason is. And also our Terms of Use prohibit the explicitly objectionable ads. Basing on our previous experience we observe that this is not a big problem at all, since the publishers are often very reasonable about what they let show up on their websites.

  • http://www.altek.ca/blog ak

    What about adBrite and OpenX?

  • http://ShinyAds.com Roy Pereira

    Not to mention ShinyAds.com. Shiny Ads isn’t an ad network, it is a technology solution provider to medium and large web publishers that enables them to take advertising orders from smaller advertisers directly without increasing their expense. Our solution focuses on increasing our web publisher customers’ revenue.

    Our ordering system is completely automated and integrates directly with the web publisher’s ad server (DART DFP, DoubleClick DFP small business (GAM) OpenX, ADtech Helios).

    Our advertiser ordering interface allows smaller advertisers to either upload or build their banners with templates, target their campaign, and pay for it. The web publishers get to set their own pricing and pricing model (CPM, CPC, CPD) and set other campaign parameters. Payment to publishers is completely automated and occurs nightly.

    Since our launch in January 2010, we’ve won several top ranked web sites (Alexa-top-250).

  • http://www.neunetz.com/2010/04/26/zweiseitige-maerkte-flattr-kachingle-und-adtaily/ Zweiseitige Märkte: flattr, Kachingle und AdTaily

    [...] Publisher bekommen damit eine einfach zu handhabende Werbe-Möglichkeit an die Hand, die ihnen alles Administrative abnimmt und keine zusätzlichen Kosten bei erfolgreicher Direktvermarktung über die Site bedeutet: [...]

  • Silk

    Damn good idea & model. Lots of potential. Please go international (not just EU & US !) as aggressively as possible and don’t sell out. Ride this one.

  • http://reklama.morze.kolobrzeg.pl/adtailypl-aulery-i-adtailycom-czyli-julia-ma-glos Adtaily.pl, Aulery i Adtaily.com czyli Julia ma głos | Reklama

    [...] Podczas jubileuszowej, pięćdziesiątej Auli, kiedy to wysypał się worek z Aulerami – nagrodami dla startupów i przedsiębiorców, Aulowy team dzielnie przepytywał zwycięzców. Mnie w udziale przypadła przyjemność odpytania Julii z Adtaily, Adtaily które od samych początków jest mi bliskie (mi i mojemu portfelowi) i których postępy śledzę od samych początków i pierwszych sukcesów. Julię Krysztofiak-Szopę przepytałem na okoliczność międzynarodowego rozwoju serwisu (czyli Adtaily.com) lansu na zagranicznych konferencjach i „efekcie techcouncha” [...]

  • http://marketing.autobus.warmia.pl/?p=266 Adtaily.pl, Aulery i Adtaily.com czyli Julia ma głos | Marketing

    [...] Podczas jubileuszowej, pięćdziesiątej Auli, kiedy to wysypał się worek z Aulerami – nagrodami dla startupów i przedsiębiorców, Aulowy team dzielnie przepytywał zwycięzców. Mnie w udziale przypadła przyjemność odpytania Julii z Adtaily, Adtaily które od samych początków jest mi bliskie (mi i mojemu portfelowi) i których postępy śledzę od samych początków i pierwszych sukcesów. Julię Krysztofiak-Szopę przepytałem na okoliczność międzynarodowego rozwoju serwisu (czyli Adtaily.com) lansu na zagranicznych konferencjach i „efekcie techcouncha” [...]

  • http://eu.techcrunch.com/2010/06/17/adtaily-signs-up-qa-community-blurtit-for-its-self-serve-ad-widget/ AdTaily signs up Q&A community BlurtIt for its self-serve ad widget

    [...] service has been available to publishers in Poland since August 2009 and saw its international roll out in April this year, along with new features like automated price estimation/recommendation via [...]

  • paddy

    I really like the idea. But i have one confusion.. will the ad placement be for the entire website(per domain) or per page(rather per-url in that domain)? Say i have a website on “Cars” and have a page dedicated to “Lamborghini” and another to a “Merc”. And i would in the future be adding more pages dedicated to say a.. “Ferrari”, “Aston Martin”, “Maserati” and a “Porsche”! Now i would love it if the ad widget reset itself for each page so that i can pull in more advertisers who want to advertise based on the content(in this case the particular “Car” model) they see on that page. So that way if a person visits the “Porsche” page of my site he would see “Porsche ads” rather than “Aston Martin ads” or worse.. all of them!! I have not given adtaily a shot yet but i would if such a feature exists. It would be lame for a website that generates dynamic content every now and then to have the same static ads spread throughout the site. This is where i feel BSA fails and is best suited only for blogs belonging to a particular niche.

  • http://adtaily.com Marcin Grodzicki

    @paddy – this can be easily solved by having a separate category/section of the site dedicated to separate topic. You can have as many widgets as you wish, and distribute them in any way your CMS will allow.

  • Paddy

    @marcin
    Thanks for your response. I guess i did not convey my concern properly. When i said dynamic i actually meant scenarios where i do not have any control over what gets published on my site(will be hosted soon. Synopsis of the site: a hybrid of a wiki, blog and a forum). The content gets published by the users themselves. In such scenarios i would not be able to manually place the widget on every single page(imagine placing it on so many thousands of generated pages manually!!!) that is dynamically generated(by the users). Is there a way to generate widgets on the fly rather than having to place widgets manually? Thanks again for your response.

  • http://adtaily.com Marcin Grodzicki

    @Paddy – you can have a static element on every page that would include the widget – the same way ads are placed in the right pane on most of blogs. That way you won’t need many widgets, which is also a lot better for your conversion.

  • paddy

    @marcin. The problem is not how the widget gets placed. I have put a snapshot of the problem i want to address:

    http://img827.imageshack.us/img827/8895/grab1.png

    http://img836.imageshack.us/img836/5692/grab2.png

    As you can see those two images point to 2 different pages(post1 and post2). I would want the adtaily widget to reset itself based on the page that i visit. I would not want post1 to contain ads related to “google and authlogic” as shown as “google and authlogic” have no connection what so ever to post1. I want post1 to show “post1″ ads and post2 to show only “post2″ ads (This can happen if every page has its own widget i.e. the widgets javascript code can contain an extra identifier which can differentiate one page from another). This problem does not arise when the content generation is controlled by the website owner. I will be hosting a site which primarily expects the users to contribute content. So i would not want ads being shown in a page where the content is completely different. This can be a serious game changer for adtaily (compared to other sites such as bsa, adbrite etc) as content is 95% of the time always different on different pages. This makes it a win-win situation for the publisher, advertiser and adtaily itself. Adtaily can pull in more advertisers, publisher automatically gets relevant ads displayed based on content, and advertisers are happy that their ads do not get mixed with other ads genres. I hope i made my point here! :)

  • http://adtaily.com Marcin Grodzicki

    please, get in touch on grodzicki at adtaily – this is a longer discussion :)

  • paddy

    I sent you a mail. :)

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