Companies Debut Upgrades, New Services

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SAN FRANCISCO -- Several firms announced new services while others debuted the latest versions and upgrades of their offerings here at ad:tech05 San Francisco.


24/7 Real Media Inc., an online advertising technology provider and ad network operator, introduced the newest version of its ad server and Contract Management Module. The New York company's Open AdStream v5.8 and new Contract Management Module aim to boost productivity and profitability for online publishers.


Open AdStream is a platform for ad management that includes ad sales workflow, ad serving, targeting and tracking. It combines ad management, behavioral targeting and analytics with an eye toward offering a thorough view of visitor behavior, 24/7 said.


New features such as campaign prioritization and yield management help online publishers maximize the value of every ad served, 24/7 said. Open AdStream currently serves 200 billion ad impressions monthly.


The Contract Management Module meshes with Open AdStream v5.8 to reduce redundant data entry by ad traffickers. The module is said to accelerate time to market -- from initial pitch to a campaign going live -- by automating important sales processes and approvals within the insertion order process.


Open AdStream v5.8 and Contract Management Module are for sale in the United States and Canada.


Also, Accipiter Solutions Inc., a provider of online ad management and behavioral technology, plans to debut an upgrade to its AdManager product this quarter.


Still in beta, AdManager V8 is equipped with improved action tracking, campaign optimization in segmentation and tiering and campaign containers, the Raleigh, NC, company said. Keyword functionality and session-based behavioral targeting also are enhanced.


Accipiter plans two versions, AdManager Licensed and AdManager Hosted. AdManager Licensed will be a Web site-side licensed service allowing for the integration of the ad system with existing infrastructure. AdManager Hosted is based on the same technology, but is an outsourced option.


Existing users iMedia Communications Inc., a trade publisher and trade show organizer, and Canadian online weather service Weather Network and its MeteoMedia sibling, plan to use AdManager V8.


Meanwhile, Accipiter also is beta testing its Vibe online behavioral targeting product. Vibe is an application-agnostic plug-in platform that offers flexible and scalable functionality to content management or e-commerce-enabled sites.


Accipiter unveiled the two products hours after rival DoubleClick Inc., New York, confirmed its sale to a San Francisco buyout firm. Hellman & Friedman LLC and minority investor JMI Equity will pay $1.1 billion for the online ad technology company. The deal is to close in the third quarter after gaining DoubleClick shareholder approval.


In another announcement, call measurement and ad tracking provider Who's Calling Inc. and conversion analytics firm ClickPath introduced a service to measure offline return on online advertising spending.


The service, called ClickPath from Who's Calling, lets DMers and ad agencies capture actionable data and link it to the originating click-through event. Campaigns can be managed via a single interface.


Using ClickPath from Who's Calling, clients can link call data such as name, address, telephone number, demographic data and call recording with the click, keyword and ad source that generated it.


A set of reports offers call recording and analytics, which the two companies claim will help advertisers increase their sales closure rate per call. The call recording function yields the name and address of the caller, call duration, time of day, missed calls, geospatial and demographic analysis of the callers and before- or after-hour calls.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. Mickey is reporting this week from the ad:tech show in San Francisco. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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