A new company, Madhens, is planning to auction off graphical ad space on web pages for a set period of time.
"Madhens is a new kind of Internet ad server. Our publishers sell timeshares. Our advertisers bid on them. There is no click fraud." That's the premise of Madhens, as proclaimed on its website. Ad space is auctioned by the day, week or month, TechCrunch reports (via MediaBuyerPlanner). Advertisers can see their traffic stats in real time and compare them with previous ads that have run in the same space.
Publishers can veto the auction-winning ad in the final 24 hours before it is run. If they veto the ad, a Madhens ad takes its place for the duration of the timeshare. Through August, the revenue split goes 90 percent to site publishers, 10 percent to Madhens. In the future, an 80/20 split is expected.
