24/7 Real Media's Open AdStream 6 Combines Ad Serving, Web Analytics and Behavioral Targeting
Tuesday, 25 April 2006
24/7 Real Media, Inc., a global digital marketing company, unveiled Open AdStream 6, a comprehensive ad management platform that combines the powerful business intelligence of Web analytics and behavioral targeting with a world-class, award-winning ad serving and campaign management platform.
In doing so, 24/7 Real Media delivers on the promise of convergence – integrating three essential tools that Web publishers need and use most to improve results, maximize revenue and lower operational costs. Open AdStream 6 is being rolled out to customers worldwide, starting in North America followed by Europe and Asia.
The fully integrated Open AdStream 6 provides publishers with comprehensive campaign intelligence from a single, easy-to-use interface, allowing them to make more informed campaign decisions in real-time to help boost their revenue potential. Previously, publishers had to manually transfer data between separate, often incompatible analytics, behavioral targeting and ad serving applications – an inefficient process typically resulting in hours, or even days, of missed revenue opportunities.
Open AdStream 6 enables the seamless flow of data between these applications, which saves time and money by eliminating bottlenecks and human error. By consolidating separate page tags for ad serving, Web analytics and behavioral targeting into one single tag, Open AdStream 6 simplifies and improves audience number reconciliation, decreases page-load times, and reduces potential points of failure and data discrepancies.
“Yesterday’s proprietary, stand-alone solutions cannot deliver the efficiencies and real-time business intelligence that marketers need to make effective decisions and execute them in real-time,” said David J. Moore, chairman and chief executive officer, 24/7 Real Media. “Open AdStream 6 converts rich customer and performance data into actionable intelligence that publishers can use to boost the effectiveness of their online campaigns and maximize the revenue generating potential of their site. By providing publishers with greater clarity and control over their online advertising operations, we’ve transformed the complex art of digital marketing into a science.”
Audience-Driven Marketing
Open AdStream 6’s high-level integration allows publishers to focus on their customers and the audiences they want to reach. Audiences can now be segmented and targeted with the most relevant ads in real-time, providing publishers with unprecedented insight and control over the interaction of visitors, site content and advertising.
Fully integrated, one-click Behavioral Targeting, for example, allows publishers to create highly customized segments based on analytics data for all audience groups. Once created, publishers can start serving targeted ads while constantly optimizing their campaign strategy for improved responses. Powerful new targeting features enable publishers to create campaigns that guarantee specific reach and frequency goals. Other available targeting options including demographics, technographics, geography, time of day, search terms, surround sessions, ad sequencing and retargeting.
“For publishers looking to maximize revenue opportunities, minimize costs and streamline their ad operations, the integrated Web analytics and Behavioral Targeting capabilities of Open AdStream 6 enables them to target and serve ads more quickly, accurately and cost effectively than if they used three separate applications,” said Ali C. Mirian, product manager, Publisher Solutions. “The speed and targeting benefits of Open AdStream 6 are also key differentiators for publishers courting advertisers – especially in the extremely competitive online advertising market.”
“After more than a decade of real-world service, and tens of trillions of impressions served, Open AdStream 6 is best positioned to meet the changing needs of our customers and support the growing breadth of digital media and next generation devices capable of supporting ads,” said Jeff Marcus, chief technology officer, 24/7 Real Media. “In addition to deeply integrating business critical applications, such as Web analytics and behavioral targeting that improve revenue, Open AdStream 6 comes complete with an extensive suite of Web services and interfaces that allow easy integration into a publisher’s existing infrastructure, which reduces IT complexity and total cost of ownership.”