InflectionPointMedia (IPM) is launching an ad network today for small and medium businesses.
The goal is to help small businesses reach targeted audiences across a network of sites with 32 million monthly users. South Norwalk, Conn.-based IPM uses search data to identify business buyers and retargets ads related to what the buyers want to see. The point is to catch those buyers when they're actively thinking about buying something.
Participants include web sites such as American City Business Journals' network of 60 web sites, as well as SBTV.com and StartUpNation.com. Small business owners tip off their buying intentions by surfing the sites and searching for specific things. Then IPM takes this data and groups it together. Marketers can then target groups with specific ads that point the buyers to any of the 155 sites in the network.
Chris Hulse is the company’s founder and chief executive. American City Business Journals has invested $2.5 million in seed funding in InflectionPointMedia. Market researcher eMarketer estimates $5.3 billion will be spent on online business-to-business advertising in the U.S. during 2009. The company was founded in 2008 and it has three employees. The company says it has no direct competitors, but similar rivals include Business.com and BizWeek.com.