Bidding set for Internet ad auction

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A new company called Adbot will host its first auction of Internet advertising on April 10. Adbot has gathered up more than 107 million ad impressions from more than 90 Web publishers and will offer them for sale with bids starting at a $5 CPM. Sites participating in the auction are mainly small to midsize; among those seeking to unload impressions are SonicNet, Addicted To Noise and Four11 Corp.

Adbot will take orders from advertisers and agencies via phone or e-mail. The auction will be conducted live at Adbot's Chicago headquarters with a live auctioneer, said company Senior VP Joe Perez. Adbot hopes to conduct similar auctions on the eighth business day of each month.

Auctioning of Internet ad space is just getting off the ground; other companies such as Flycast and ADSmart are setting up similar networks. The goal, Mr. Perez said, is to supply smaller sites with revenue they wouldn't have gotten otherwise, and to help larger sites unload unsold inventory.

Copyright April 1997, Crain Communications Inc.

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