Eyeblaster Updates Rich Media Ad Platform

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Eyeblaster Inc. yesterday released an upgraded version of its rich media ad management platform that includes improved analysis and reporting and enables publishers to position ads on a Web page more precisely.


The upgraded platform, version 4.0, lets publishers create interactive ads that launch floating ads, extensions and full-page commercials and rich media ads, the company said.


Eyeblaster 4.0 includes an enhanced replay feature that lets users see the rich media ads multiple times, upgraded display and positioning controls for the appearance of destination pages and new customized reports containing analysis by time, advertiser and campaign. Detailed reports about impressions, clicks and other user interactions are available through a Web interface or e-mail.


Rival rich media ad firm Unicast rolled out its competing product to Eyeblaster's platform in January. Called the Superstitial 300, Unicast's new ad format offers a larger area for advertisers to work with to get their message across than its flagship product, the Superstitial 100.


Unicast earlier in the year sent cease and desist letters to four ad firms with technologies similar to its own for displaying rich media ads on Web pages - Eyeblaster, Enliven, VIPcast and Bluestreak. Unicast said it was trying to foster standards for rich media ads. The only company to acknowledge Unicast's action was Enliven, which refused to characterize the letter as a cease and desist action. Eyeblaster would not acknowledge receiving such a letter.


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