Alenty's founders have taken part to the creation of NetValue in 1998. NetValue went public in 2000 and was acquired by competitor NetRatings in 2002. Until 2005, as R&D managers, Alenty founders have developed web analytics tools.
From 2006, they have developed the new generation of web analytics. Alenty's unique technology can measure if and how long advertising banners are actually seen online. "Seen" means that the banner is visible on the screen while the user is watching the screen.
Alenty proves that 27% (in France) of banners served are not seen. In average, a banner is seen 15 seconds. Sites performances vary from a factor 1 to 100!
This technology is expected by the advertising market in order to get rid of the page views model. At last, branding advertisers get an ROI for their campaigns.
Alenty plans to break even in Q2 2009.
Alenty is founded by two experts of web analytics.
Nicolas THOMAS is specialist in measuring the behavior of web users. He has developed the meter that is now installed by hundreds of thousands of NetRatings panelists.
Laurent NICOLAS has developed the statistical analysis of NetValue and NetRatings MegaPanels. Until early 2006, he was R&D Director at NetRatings. He is an engineer from ParisTech-ENSTA and holds an MBA from Paris Business School (ESCP-EAP).
They have worked together on web analytics since 1998 at NetValue (IPO in 2000 and acquisition by NetRatings in 2002).
Alenty's measuring scripts are parameterized in the adservers (DART, OAS, Smart, ADTech, etc.). The script is sent with all the banners and measures their visibility. Data are sent to our servers and computed into visibility reports.
Alenty tells advertisers :
- total number of banners seen
- unique contacts
- duration per impression
- total exposure of the campaign, etc.
All this information is split by format, creative, site, placements, etc.
For ad-networks, Alenty optimizes the number of banners that are served on their pages. Alenty refreshes the ad-banners, while guaranteeing their visibility: if the banner is not seen, it is not refreshed.
This tool is used by CanalPlus (one of France's major TV websites) to increase their revenues and sell their ad-space by duration instead of by page views!
Alenty charges according to the number of banners that are measured. The cost is a CPM (a few Euro cents per thousand impressions).
Alenty sells to agencies and ad-networks. Agencies can get information about websites without asking them. So, websites want to have the same level of information about their own ad-space too!