AOL Platform-A's BidPlace SB has launched, or relaunched, depending on what you know and when you started knowing it.
In our previous post on BidPlace SB, it appeared maintenance was underway or a change in strategy. Today, a commenter informs us that all is well and BidPlace SB (no one knows what SB means) is "live."
Positioning itself as a "self-service advertising solution," the new BidPlace SB instantly becomes the self-service tool providing the broadest reach of all the self-service options such as Google's AdSense Content Network, Yahoo Publisher Network / APT Platform, Adbrite, and Contextweb's Adsdaq - that is, if you go by the recent Comscore numbers for ad networks and exchanges.
It should be noted that once again an exchange is not calling itself an exchange which follows a recent trend.
Without having taken it for a test drive, we also wonder if BidPlace SB is truly an exchange and offering transparency into an advertisers targeted buy. Even it's not an exchange, the 90% reach of U.S. unique users by Advertising.com, which apparently provides the inventory of BidPlaceSB, is huge. We're curious about the targeting options. And, it would be great if Platform-A also offered an open API and frequency capping for self-service advertisers looking to make CPM buys.
In the weeks to come we'll try to find out - or perhaps one of you can fill us in.