By offering a standalone affiliate network, CPX allows marketers doing affiliate marketing through the company's display ad network to break out into email, search, and other channels. With 1,000-plus advertisers already on its network, capturing more holistic affiliate spending from even a handful could make an impact.
Moversa meanwhile is running mobile campaigns on behalf of 40 advertisers. The young mobile ad network's publisher relationships number in the hundreds, with most selling inventory to Moversa on a flat rate for a fixed period of time. "Traditional ad network type stuff," is how Seiman puts it.
CPX has long been active in the ad exchange space, having joined Right Media around 2005. "A lot of people don't realize we were involved in the exchange and trading business well before the trading desks and the SSPs arrived," he says.
So what's next for CPX's fragmentation strategy? Video? Social? Lead gen?
Seiman will only say, "It will be on the publisher side."