AdTaily wants to help publishers turn readers into advertisers

AdTaily, the self service advertising platform, thinks it’s spotted a gap in the online advertising market. As it stands, says the company, publishers have no easy way of selling advertising space directly to their readers, many of whom would like to sponsor a site and reach its audience if only there was less friction involved in the process.

Enter AdTaily’s ad sales widget. Once embedded on a publisher’s site, it enables readers to buy ads with as little as 3 clicks – they don’t even have to upload the required 125×125 banner as the widget will generate one if necessary based on any text entered. Publishers get to set the price for placing an ad – charged daily, weekly or monthly – and keep 100% of the proceeds if the sale comes directly through the widget, which is potentially quite disruptive.

Currently, 10,000 publishers and 3,000 advertisers are using AdTaily, reaching 600 million page views monthly.

In terms of generating revenue, AdTaily plans on becoming an ad-network in itself and partnering with more established players, in which case, publishers will get a 70% cut of revenue from any ad sales generated this way.

The service has been available to publishers in Poland since August 2009 and this month will see its international roll out (currently in private beta), along with new features like automated price estimation/recommendation via Google Analytics integration, multiple discounts and, as already described, in-widget ad design.

The company says that over 30,000 ad units are sold each month. And while brands using AdTaily include Canon, Ford, and Nestle, the company is keen to highlight how it targets smaller advertisers.

“Each ad sold to a small business expands the market. Many of our advertisers launch their first online campaign with AdTaily.” says co-founder Jakub Krzych. “This is our goal – to make online advertising accessible for anyone.”

The team behind AdTaily was a London Seedcamp Week finalist in 2008 and incorporated as a company in February 2009. In June 2009 it received $314k in seed funding from the publishing group AGORA. Like many European startups, AdTaily’s 14 person team is somewhat distributed, with a presence in London, Warsaw and Krakow – although the company is re-locating its headquarters to London with the service’s international launch.

If you’d like to try out AdTaily, TechCrunch Europe readers can use the invite code TECHCRUNCHEU