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"An alternative to the Google monopoly"

Online ad networks are a dime a dozen. But adUup founder Dylan Rosario -- whose Seattle startup just closed a $500,000 seed financing deal -- believes he has a new twist on the concept.

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The idea is to add a new metasearch engine to the Web sites of small publishers and blogs, creating what Rosario calls "an alternative to the Google monopoly." Beginning this week, adUup plans to have its new fleeQ search box installed on the Web sites of some of its 300 publishing partners.

A visitor to a Web site that has fleeQ enabled who decided to conduct a search would see results in a separate box that overlays a sponsor's Web page. For example, a search for "sandals" or "high heels" could produce results from various properties -- Amazon.com, Google, Yahoo or eBay. Those search results would "float" over the Web page of a publishing partner in the adUup network. In this case, that could be an online retailer that specialized in selling shoes.

AdUup handles the advertising around the search results, including video ads and a sponsored "skin" that wraps around the results. It also serves up the Web page of the publishing partner, which resides in the background. That technology is patent-pending, according to Rosario.

"The fleeQ product is for publishers to earn traffic and revenue from the searches that they are giving away to the big search engines for free," says Rosario.

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In the end, Rosario believes that he can offer small publishers a larger cut of the ad revenue by agreeing to install the search tool and participating in the ad network. He plans to pay out as much as 70 percent of the advertising revenue to larger publishers who sign up, which he believes is much higher than what Google or Yahoo offers. At the same time, Rosario said a publisher could choose to receive traffic rather than a split on the ad revenue.

adUup and fleeQ are certainly big ideas, with Rosario looking to swing for the fences. The company already employs 20 people, with plans to more than triple by early next year. To get there, he is looking to raise $15 million in a first round of funding, some of which would be used for an acquisition.

The 32-year-old entrepreneur says investors and advertisers have been receptive to the concept, noting that much of the ad inventory running through fleeQ has already been pre-sold. He's also been meeting with the creators of social networking companies to see if they are interested in deploying the ad framework on behalf of their users.

The next phase for adUup is to integrate video ads into the search results, with Rosario saying they offer one of the first technologies to bring 30-second television spots online in a contextual way.

"The great thing is as you mouse over (the ad), you can watch the video and as you mouse away, it goes away. It is totally up to the consumer if they want to watch the video. It is not shoved down their throat," he says.

Because of its focus on video ads, Rosario says he views Comcast as a bigger potential competitior than Google, even though the search giant has been experimenting with video ads as well.

Rosario has some experience in the online advertising arena, co-founding the pop-under advertising network ExitExchange.com in 1999. That company, which holds a patent on pop-under advertising technology, grew to more than 100,000 affiliate Web sites. He's also worked as a senior architect at IBM.

Posted by at June 26, 2008 2:54 p.m.
Comments
#144300

Posted by Jordan Mitchell at 6/26/08 3:36 p.m.

Went to their site, typed in a search (tried three times actually), and saw nothing but errors.

It's true that a 70% payout is higher than what Google pays out, but even if he's serving Google ads (usually the top-paying) it still means he's paying out 70% of what HE'S earning from Google (which is 70% of what the publisher is earning by using custom Google search).

In order to pay out more to a publisher than they're earning from Google directly, wouldn't he have to demonstrate that his targeted ad algorithms are more than 30% better than Googles?

#144325

Posted by unregistered user at 6/26/08 4:13 p.m.

From what I understand is that his website is launching next week. So there may still be bugs, but i expect that he should have those worked out by then

As far as the ads go I was told by the adUup team the ads come directly from their own ad engine. So i don't imagine they will have the payout problem you are hinting at.

All in all i love the direction they are going and I will be featuring their code on my blog as soon as its ready.

#144347

Posted by unregistered user at 6/26/08 4:31 p.m.

Dylan claims to have invented the wonderful popunder ad, and has a patent on it.

#144358

Posted by unregistered user at 6/26/08 4:40 p.m.

I predict failure. people do not want MORE search results. They want less.

He does have "offices" (lounge chairs) in the "administrative department" (broom closet) at many a organizations' facility (friends' bar), all over the Northwest.

This guy is of questionable integrity. He did not exercise caution in choosing whom he blasted a link to this article. I have friends with pending litigation against him.

#144367

Posted by unregistered user at 6/26/08 4:50 p.m.

funny that if you were so sure about your comments, you feel it necessary to post unregistered. How very chivalrous and honorable to call someone out then run and hide. I Ryan Tatum - a local designer in the Seattle area fine Dylan a commendable and original thinker. He is changing the way we think about advertising and how its brought to the masses.

Put your money where you mouth is. Mine is on Dylan Rosario and AdUup.com

#144371

Posted by unregistered user at 6/26/08 4:53 p.m.

@unregistered user - 4:40pm
no kidding. and from a guy who purports to be a master at marketing, he sure is overlooking consumers' brand relationship with search. People like to use what they like to use. Mostly because its was "there," where they were first introduced to the concept of search as their portal (i.e. msn on their new XP pc, yahoo from fame of way back), or because its Google and its the best.

People want less search results. More relevance. Rosario should put his meth-freakish energy into the algorithm. Then use his bullshitting skills to sell it to the tag-alongs of Google.

#144379

Posted by unregistered user at 6/26/08 5:06 p.m.

To the Reader:

I know that I have several people who are not my biggest fans. I still appreciate their posts.

If it were not for all the great employees, investors, partners (such as Ramp Group), law firms (such as K+L Gates) all of whom support me and my business, I would probably dismiss those individuals who post critical messages of me here as noise and banter.

The fact is that many people do not like my style, but that does not make a difference as to the viability and truth in an amazing company and product which is launching this next week. Please visit us online at www.adUup.com to see the updates on Monday.

You can come visit my office any time and meet our 20 team members. The money we raised is real, and the patent I filed with ExitExchange are available online with the USPTO. the numbers are:

7,386,555
7,353,229

Both of which are filed by my partner Andrew Vilcauskas the current CEO of ExitExchange.

I believe in the end, that those who know me, know me as a bold man, and a man who is proud of my accomplishments. I and this entire team at adUup really appreciate the support.

Dylan Rosario
adUup - President
www.adUup.com

#144383

Posted by wagnermr14 at 6/26/08 5:11 p.m.

The product looks surprisingly similar, if not the same, to http://www.lijit.com/. Which has chosen to target bloggers and not websites.

#144385

Posted by unregistered user at 6/26/08 5:13 p.m.

Mr. Tatum might want to also include his business relationship with Mr. Rosario as well.

#144388

Posted by unregistered user at 6/26/08 5:22 p.m.

Mr.Tatum = me, I am a freelance designer that prides himself in working for respectable business and people in the community and have done well with keeping with my standards.

Let me define respectful for you : Someone that is upfront, honest, and clear cut. Someone that pays for you time and puts his money where his mouth is

I have done some freelance work for Mr. Rosario, as well as multiple other people in the Seattle area. In my opinion, AdUup.com and Mr. Rosario have been commendable and enjoyable to work with and I will not hesitate to work with them in the future.

if anyone would like to delve deeper into my relationship, please feel free to email me at mrtatum@gmail.com

Tag, your it unregistered.

#144434

Posted by unregistered user at 6/26/08 7:20 p.m.

I'd bet mrtatum's opinion would be different if he were on the giving end of the money spectrum.

#144496

Posted by unregistered user at 6/26/08 10:20 p.m.

Mr Tatum,

I like your design work. How do I get in touch with you for some projects I need help with.

Do you have a web site or something?

AC

#144514

Posted by unregistered user at 6/26/08 10:45 p.m.

Does anyone believe this company is anything other than a bunch of spammers selling snake oil? Come on!

Sleazy nightclub owners who also want to be .com millionaires? Sounds like something straight out of 1999.

#144520

Posted by sstratz at 6/26/08 11:04 p.m.

There always naysayers. Nice responses here. Metasearch is an old idea, but one that is very powerful. InfoSpace, and Go2Net before it, tried to capitalize, but with moderate sucess. I hope adUup has more success, as metasearch is a great consumer service.

#144521

Posted by sstratz at 6/26/08 11:04 p.m.

There are always naysayers. Nice responses here. Metasearch is an old idea, but one that is very powerful. InfoSpace, and Go2Net before it, tried to capitalize, but with moderate sucess. I hope adUup has more success, as metasearch is a great consumer service.

#144523

Posted by unregistered user at 6/26/08 11:08 p.m.

Mr. Rosario is a pariah when it comes to angel investors who know anything at all about his well earned reputation for volatility and irrational behavior. There is a good reason why he's been banned from list serves like peer communities such as Seattle Tech Startups

#144525

Posted by unregistered user at 6/26/08 11:21 p.m.

Maybe you guys should just check out openx.org, it is a real alternative to the google monopoly and not some knock off that is not even viable yet.

#144529

Posted by unregistered user at 6/26/08 11:45 p.m.

Mr. Rosario is a disruptive innovator. For sure. I think his technology will make headlines. It is really resourceful and innovative. I wish him the best of luck.

He has a big hill to climb but a pariah does not raise a half million in capital.

LM - Seattle

#144531

Posted by unregistered user at 6/26/08 11:52 p.m.

Everything about this company smells bad to me. I saw their presentation at STS, and for most of it, the only thought running through my mind was "these guys are one TOS change away from total business annihilation." I still think that's true.

The big boys might be content to let parasite companies like this "wrap" their own search results in a competitor's advertisement framework for a time. But just like Google squashed the search arbitrage companies, you can bet your bottom dollar that they'll squash these guys, too.

And another thing, Dylan...if you're going to defend your business, don't do it by citing your association with a lawyer or investor. Of all the people in the world looking to make a fast buck in a shady manner, you can bet that 99% of them are lawyers and/or investors...

#144535

Posted by unregistered user at 6/27/08 12:13 a.m.

WOW! great comments. This is what i love to see about a company. This is the thing that makes someone read and want to know more.

So K+L Gates is a shady law firm? Better stay away from them.

If he is luring the attention of Google they must be a threat.

I think personal attacks on people behind anonymous post is cowardice, but hey to each his own.

Hope this keeps going on because i would like to see where it all leads in the end. My ears and eyes are hungry for a good search engine marketing story.

Frank Rizzo

#144536

Posted by unregistered user at 6/27/08 12:18 a.m.

Rock the mega search engine boat, they give web publishers absolutely nothing, about time we have an alternative that sends us traffic for sure.

#144537

Posted by unregistered user at 6/27/08 12:18 a.m.

"I powered through the presentation and rocked the room."
"LEAP ON THIS BABY"!

Yeeeesh... People gave this clown cash, albeit a relative pittance. Have you taken a look at the blog? Shades on the Linkedin pic? This guy is RIPE for taking over the Wankmantle from JGO. Can't wait to see this one play out.

#144635

Posted by unregistered user at 6/27/08 9:21 a.m.

Holy Moses, Anonymous, what happened to you as a child? The market metes out its own justice. If Dylan and his team have something good here, time will prove it. If not, time will prove that as well - but at least he has guts and is actually doing something much more productive than whining and bashing everyone that pi55ed him off along the way. What are YOU doing - other than the obvious negativity-slinging campaigning - and to what end? Do you really think anyone gives a hoot about your opinions? You're a ghost! And a coward apparently. My name is Mark Haynie. I'm not involved with Dylan's company and I'm not even in the industry.

#144638

Posted by unregistered user at 6/27/08 9:45 a.m.

So I was just playing with this fleeq search (clicked off sfive www.sfive.org/

1010talents.com/?plid=4273870&node=&q=fu
nding


and music started playing. Can anyone figure out how to turn off the sound without clicking on the CNN ad on top?

I hope CNN isn't paying per click b/c I just clicked it 5 times.

there's so much video and flashy images going on the page i forgot i was on a search page.

#144646

Posted by unregistered user at 6/27/08 10:07 a.m.

Gentlemen, I am alarmed at the personal comments directed at Dylan Rosario and everyone at adUup. While constructive feedback is necessary for all of us to fine tune our businesses, personal comments really don't belong here.

I too, have worked with Dylan and his people, and have found them to be honorable.

#144647

Posted by unregistered user at 6/27/08 10:07 a.m.

http://www.aduup.com/bio/

#144658

Posted by unregistered user at 6/27/08 11:00 a.m.

Dylan Rosario is someone who is not to be trusted. He spammed me and many others about a link to this article.

I would not work with him or encourage anyone to work with him.

I am frankly disappointed that John Cook would waste his time covering these guys. Really John? Aren't there enough actual innovators in the area to cover?

#144662

Posted by unregistered user at 6/27/08 11:18 a.m.

http://dylanrosario.wordpress.com/

#144663

Posted by unregistered user at 6/27/08 11:29 a.m.

Spam? Maybe he sent it to those who don't like him on purpose. Ever think of that?

That how you hunt for quail. You shake the bushes and when the bird flys out you blow it away with a shotgun.

LOL.

#144669

Posted by unregistered user at 6/27/08 12:11 p.m.

Honestly I think its a damm good idea and I also think there is a growing segment of advertisers that are looking for a google alternative. And if he has the underlying technology as he says, there is a ton of potential for real, scalable growth.

I'm surprised how far he got without raising money. It is a good idea and most of the posters are just jealous they couldn't do it themselves.

Newsflash to all the losers, nerds and social rejects that moved to seattle and thought they would be the next bill gates. Youre not. So take your crap attitudes and go home. Get the hell out. They didn't want you back home and we don't either.

#144683

Posted by Galen at 6/27/08 1:03 p.m.

Yow! Sock puppet comment fest!

#144697

Posted by unregistered user at 6/27/08 1:27 p.m.

Spam? Maybe a little Public relations promotional effort... Some people hire companies to do promo work for them. According to you, they should be out of business

#144726

Posted by unregistered user at 6/27/08 2:35 p.m.

Oh my god. Have you guys read some of his blog posts. This guy is a total ego maniac.

The thing I kept noticing was how often he used the term "my" in his posts. Such as "my inventions", "my technology", etc. No sense of building a team or working well with others.

I guess there is no point trying to work well with others, those are just people trying to take him down.

I was hoping this guy could be a replacement for JGO, but frankly Dylan is such a small time player that he doesn't have a chance to rise to that level. JGO was entertaining cause he actually got a bunch of well known VCs to give him boat loads of money which created a fantastic spectacle to watch.

Dylan won't even get that far.

#144732

Posted by unregistered user at 6/27/08 2:39 p.m.

No wait, his bio on his web site is even better. How freaking long was that bio? It is the longest bio ever!

This dude has a serious ego problem. That is only topped by his own delusions of grandeur.

Way too pathetic to replace JGO....Damn! I really do miss JGO. sniff sniff.

#144743

Posted by unregistered user at 6/27/08 3:15 p.m.

like previously stated, you guys are finding it hard to separate the man from the machine. Judge the software and how it works, not the man behind it.

#144756

Posted by unregistered user at 6/27/08 3:33 p.m.

Who is JGO?

#144772

Posted by unregistered user at 6/27/08 4:31 p.m.

"Who is JGO?"

How dare you. It is simply unforgivable to not be aware of the Prince of Prada, the iPod Instigator, The Duke of Disinformation, the Overlord of Overvalue.

Ahhh... some clown named Jason Goldberg who suckered a number of bookies into funding the comically misguided Jobster. He was our favorite here due to his bombastic threats and promises - neither of which ever panned out. As you can tell, he had many fans. When I saw that LI pic and the blog I felt we finally had a superb replacement. It will take some work, but this guy truly seems to have it all.

#144858

Posted by unregistered user at 6/27/08 7:00 p.m.

Who cares who JGO was? Who is this cowardly poster hiding behind his rhetoric bashing some cool dudes? adUup rocks, viva fleeQ!

Go away TROLL!

Steve L. - PDX

#145067

Posted by unregistered user at 6/28/08 11:21 a.m.

Steve L. tells us quite a bit for someone seeking disclosure... Given the "it rocks" third-grade syntax and "cool dudes" on ludes line, this wouldn't surprise me if it was our boy himself.

#145075

Posted by unregistered user at 6/28/08 12:18 p.m.

well, it has been enlightening to read all the personal attacks with no names against the innovators at aduup... sounds like a new wind is shaking the bad fruit out the old trees...traffic exchange sounds like a fantastic idea mashed up with the technology they have launched. Mega search engines can't control search advertising forever.

#145081

Posted by unregistered user at 6/28/08 12:50 p.m.

Great job negative unregistered dude, you posts are helping adUup become one of the most followed blogs on this website. Every post he makes helps the adUup team and fleeQ search engine a little bit more.

Negativity and personal attacks, will after a while only enhance the popularity of the message, it will effectively stir up come controversy, but that is good. It sounds like Mr. Rosario is a bit of a Primadonna but that is what it takes to run a successful company sometimes. If being one is controversial, well le it be so. This negative poster is effectively doing the opposite of what he intends to achieve.

He is a TROLL and a coward, let him pump up the comments on this blog post. The syndication sites do not read the comments, they only scrape the article, SO the egg is on his face.

If you work at adUup and fleeQ you should thank this whelp. He is a fool and his noise will only keep bringing you more success.

Cheers,

Bradley Joseph "Brad" Fitzpatrick
AKA bradfitz

#145263

Posted by unregistered user at 6/29/08 1:57 p.m.

Only time will tell if this is successful.

I preferably like the concept behind the Skise.Com search engine. Seems more down to earth, and what people want. I emailed the developer and the concept seems to have value but it is not yet all displayed on the web sites yet..Ill wait patiently for both and see what happens and if the web visitor benefits

#147484

Posted by KyleMulka at 7/5/08 8:51 p.m.

If you really want a choice between the different search engines, just install Firefox and install whatever search engine you want into the upper right search box. You can easily change between the search engines with the drop down. For example, I choose Wikipedia when there's probably a good article on what I'm interested in. I choose Facebook when I'm searching for a person I would like to know more about.

#157044

Posted by unregistered user at 7/28/08 9:52 p.m.

Hey Dylan,

People only talk about people that shake things up. You have had ups and downs like the rest of us...but show me someone that puts themselves out there the way you have... taking the prasie and the hits...this would be a great reality show! You haven't talked to me in years but reading all the trash talk, and fear that you have cracked the search engine Ad monopoly is a kick. Hey even Bono is pretty cocky...but if you hit big, and you could...I beleive you will do the right thing and give a little back...

Old Mag Friend...Bentley

#170999

Posted by unregistered user at 8/27/08 12:12 p.m.

Funny isn't it that now there's nothing left to see or hear about.... no press releases, no fanfare, not even any "team" bios anymore.....wonder what happened to it all.

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