Adauction.com Using New Enhanced Format

San Francisco-based Adauction.com, the online ad auction channel, said it has boosted sales by enhancing the format for its most recent auction, April 23.

Adauction.com introduced separate morning and afternoon auctions, as well as an “AutoExtend” feature that enables media buyers actively bidding at the close of each auction to continue competing until a winner emerges.

Enthusiastic buyer response boosted sales revenue by nearly 50% and helped Web publishers sell about 20 million ad impressions as compared with 12 million impressions bought in February, the company said.

In each of Adauction.com’s first three auctions, a number of Web publishers have earned double-digit CPMs, culminating at over $13 in March and April, the company said.

The “AutoExtend” feature allows media buyers to submit new bids within two- minute intervals following each auction’s closing. Adauction.com has also modified its user interface to provide an overview of the “start” and “high” bids on all current ad inventory and give background on each publisher offered.