24/7 Media partners with Microsoft Advertising

Share this content:
David Moore, chairman and CEO of 24/7 Media.
David Moore, chairman and CEO of 24/7 Media.

Marketing technology provider 24/7 Media, a subsidiary of holding company WPP, will partner with Microsoft Advertising, said Ari Bluman, president of 24/7 Media division Real Media Group. Under the agreement, Microsoft's and WPP's respective advertisers will be able to purchase ad space offered by either company.

“The partnership with Microsoft has been a long time in the works,” Bluman said. “Microsoft is one of WPP's largest partners and we've been working with them since our existence. Realistically [the partnership] was an evolution." The agreement will give WPP clients that use the company's ad serving technology Open AdStream access to Microsoft Advertising Exchange (MAX), Bluman added.

Ultimately, the 1,200 licensees using Open AdStream will be able to connect with the thousands of Microsoft partners “looking for audiences and premium inventory,” Bluman said. “Basically what this provides for licensees of Open AdStream is a new source of advertising demand, and on the flipside gives advertisers direct access to inventory from premium publishers.”

Bluman characterized this development as “game changing” in that Open AdStream clients with “inventory they want monetized can flip the switch and allow that to happen using technology hooking directly into MAX.” 

Additionally, both companies are working to eliminate inconsistencies in the performance metrics of individual ads by integrating 24/7 Media's platform — used by WPP, with Microsoft's Atlas ad server — which according to a release is “a preferred ad server of WPP.”


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above