Biggest adult site
As for the near future, Benjamin says that mobile represents an even greater opportunity for Exo Click.
“Six months ago mobile represented 50% of our revenue; in April alone it jumped to 60%. With porn consumption being mostly mobile these days, Exo Click has one more chance to increase its size and dominate in a world where giants can’t compete.
But having a keyword in your domain still acts as a relevancy signal. Keyword As First Word in Domain: A domain that starts with their target keyword has an edge over sites that either don’t have that keyword in their domain (or have the keyword in the middle or end of their domain). Domain registration length: A Google patent states: “Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains rarely are used for more than a year.
Keyword Appears in Top Level Domain: This doesn’t give the boost that it used to.
That’s when I decided to leave the company I was at and launch Exo Click”.
The decision to bootstrap the company was also a conscious one.
The fact that many VCs have ethic policies that force them to stay away from the porn industry might also be a factor.
“The ad network industry was very small in 2005”, Benjamin remembers.
“From 2006 and on it started to open up, and by then we had already started working with casinos and other gambling sites”.
What they didn’t expect back then was that the porn industry would become its main client in such a short period of time.
“Porn studios and video sites couldn’t work with Google and other ad networks because of ethics”, he says. Exo Click expects to reach €100 million in sales in 2015 and the majority will come from porn and adult sites.“I knew how to code and I decided to build a small tool to give users more information and stats about their sites”, he recalls.“I tried it with a small group of people and I saw that it worked.“We also saw that these sites -despite having a huge amount of traffic- worked in a very old fashioned way, with static ads, very little transparency and no analytics services. Fast forward to today and the 50-person company has become the fourth biggest ad network in the world, according to W3Techs.