ADmantX
West Hartford
www.admantx.com
CEO/President's Name:  J. Brooke Aker

Archive of CTC Member Spotlights:

The TNS Group Company Profile  

The Connecticut Technology Council posed the following questions to J. Brooke Aker, CEO/President, ADmantx.

• How would you describe the products or services your company provides?

ADmantX is a Web service for improving online advertising. Using semantic technology, ADmantX provides a leap forward in monetizing content in new and powerful ways.  Based on the Semantic Web, Natural Language Processing and Social Collaboration features, publishers, ad-networks, brand managers and agencies use ADmantX to develop effective online advertising campaigns that establish emotional connections with consumers.

• Who are your competitors and how does your company distinguish itself from them?

ADmantx distinguishes itself from competitors (e.g. Peer39, Dapper, ContextIn) with a focus on understanding emotion, behavior, motivation and intent in content as a means to match advertising. Additionally ADmantX supports creativity, preflight testing and social media input for non-technical professionals.  These are in addition to improved ad matching accuracy and brand safety insurance for advertisers. 

• What are the biggest business opportunities in your market over the next 12 months ?

The Interactive Advertising Bureau (IAB) estimates there will be $75 billion in ad sales in 2011 on a 7% annual growth rate.  ADmantX targets key providers in this ecosystem including Ad networks, Ad exchanges, Ad agencies, large publishers, in house media buyers & planners.  There are currently 400 Ad networks alone. 

The FTC is currently looking at restricting or eliminating “behavioral tracking” as practiced by a majority of the ad industry players due to privacy concerns.  Viable alternatives to behavioral tracking are semantic processors of which ADmantX is one of fewer than 10 industry wide.

• What do you view as the greatest business challenge facing your company in the next twelve months?

Recruiting and training of qualified, high-caliber sales team located in CT, NY or CA.  Raising money to build out internet scale data centers and technical support staff.