Founded by two former FriendFinder employees, Brock Purpura and Dave Bailey, Etology calls itself an online marketplace that has streamlined the process of creating, launching and metering banner and text ads, all of which can be launched within minutes, the company says.
By definition, Etology is a noun defining the science of the Internet.
In the works for several months, Etology CEO Purpura told XBiz, “We wanted to create a platform solution or marketplace for buyers and sellers to come together in the process.”
Bailey said that in many ways Google’s AdSense program is analogous to Etology in that they both sell text ads, only Etology focuses mainly on the adult community, although the company’s platform also can be used by mainstream advertisers.
The process for Etology, Bailey said, is that advertisers input their information and set their choice of ad color, size, text and the price they want to pay. A customizable code link is then generated that can be pasted into the advertising vehicle of choice.
“And Etology takes care of all of the steps in-between,” Bailey said, including providing stats on the ad’s effectiveness. “Its an automated process that makes advertising faster than other methods.”
For publishers, they are able to approve or reject any advertising offer made, and by default, they will be sent an email each time an ad is purchased with links back to the Etology site to either approve or deny an advertisement request. Publishers can set any price they like.
Current payment options include credit cards, but the company plans to offer PayPal in the near future.