AdFusion Enters Online Ad Marketplace Fray

With a new $4.5 million investment, AdFusion, the latest entrant into the effort to bring ad buying and selling online, on Monday declared its intention to compete in the crowded field.

Investors in this first round of financing include BCI Partners, the chairman of Candle Corp., and other strategic investors.

AdFusion is in the process of developing its marketplace, and has not yet launched.

The company, like OneMediaPlace, AdOutlet.com, BuyMedia.com, and BroadcastSpots.com, aims to make the process of buying and selling traditional advertising easier and more efficient. Other players are concentrating solely on Internet advertising.

AdFusion’s application is designed to emulate the current negotiation process between agencies and media sellers, but eliminate phone, fax and paper.

“Adfusion will bring together advertising planners and buyers of traditional media with media sellers in an unprecedented way,” said Gary Seehoff, chairman and co-founder of Adfusion.

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