Exchange for WiFi Advertising
WiFi operators typically sell display ads on the first screen - the so-called splash page - that appears when a user's browser connects to the network. Currently, such operators typically post a price (e.g., $500/mo) for a display ad conditional on a particular size ad (e.g., 1260 pixels (w) by 840 pixels (h)) and buy length (e.g., one month). Theory indicates that such a "posted price market" can not maximize a WiFi operator's revenue.

Using its patent pending technology, Siena is constructing the world's first two-sided exchange for the buying and selling of display ads on a WiFi network. Under the Splash Page Exchange, a set of specialized mathematical algorithms identifies, based on bids submitted by prospective advertisers, the set of buy orders and display ad sizes that maximizes the WiFi operator's display ad revenues. In addition, to improve the efficiency of the market, the Splash Page Exchange enables buyers of the display ads to re-trade their ads in response to display ad price changes and stochastic events.