A6 Corporation Acquires ReachLogic Media

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Seattle Internet marketing data company buys ad trading desk.

Making RTB inventory perform like premium
We think A6’s ability to illuminate valuable RTB inventory will create a paradigm shift in online display advertising

A6 Corporation, a Seattle-based, early-stage startup that has built a living map of every meaningful page on the internet for online advertising purposes, announced today that it has acquired ReachLogic Media, a programmatic trading desk based in New York City. The deal gives A6 the capacity to run campaigns for advertisers directly. Previously, the company only sold its data to trading desks, DSPs, and networks, which it will continue to do. The A6 trading desk sales and service team will be located in Manhattan while the engineering team will remain in Seattle. Terms of the acquisition were not disclosed.

“We needed a way to service advertisers directly, and we needed to be in New York,” said William Urschel, founder and CEO of A6 Corporation. “ReachLogic has a great team of RTB experts who came out of AppNexus, and they were one of our earliest adopters.” Mr. Urschel sold his last company, pioneer ad exchange AdECN, to Microsoft in 2007.

A6 Corporation has been operating quietly as a data company out of Seattle, developing its real-time graph of the internet, which it calls the Internet Topology®. The company tracks over 13 billion web page relationships in near real time, ranking each page for quality and influence against other pages in the same subject realm. By measuring quality within realms, the company has demonstrated that it can increase response rates for advertisers while simultaneously avoiding fraud and providing brand protection. Website publishers use the Internet Topology to win higher bids for their RTB inventory, without disclosing the URL of the page and undercutting their premium sales.

“The magic isn’t so much in knowing the content of the page,” said Gareth Glaser, co-founder of ReachLogic. “It’s in tracking and weighing both the web graph and the social graph for each page, which lets us rank pages by relative importance within a subject realm. Higher ranked pages have higher response rates and better brand protection. Fraud and junk sites fall to the bottom ranks, making it easy to avoid them.” Glaser says the A6 users are getting a cost per acquisition almost one-third of what it costs them on Google’s display network. Mr. Glaser was one of the first members of the sales team at AppNexus, and has been named General Manager of Sales for A6.

“We think A6’s ability to illuminate valuable RTB inventory is going to create a paradigm shift in online display advertising,” said Dan Portoff, co-founder of ReachLogic. “Simply put, it is a game-changer.” Mr. Portoff was an early member of the account management team at AppNexus and prior to that was Director of Account Management at Epic Media Group. Mr. Portoff has been named Director of Sales at A6.

About A6 Corporation
Headquartered in Seattle, A6 Corporation is a privately held company formed in August 2011 focused on solving the visibility problem that plagues the RTB ad market. It maintains a comprehensive and living map of the internet that it calls the Internet Topology®, tracking 13.5 billion relationships between URLs, calculating the rank of each web page within one or more subject realms. The Internet Topology is used by online advertisers to increase response rates and avoid fraud, and by website publishers to increase revenues on non-guaranteed inventory. The term “Internet Topology” is a registered trademark of A6 Corporation. For more information, visit http://www.A6Corp.com.

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Michele Fielding
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