NTL to Use 24/7 Real Media's AdStream for Ad Serving

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British cable firm NTL signed a two-year contract to use Real Media Europe's technology and services, it was announced yesterday.

The deal calls for the use of Open AdStream, Real Media Europe parent 24/7 Real Media Inc.'s service for ad management, on NTL's high-speed Digital TV platform. Digital TV has 1 million subscribers in Britain.

AdStream will let NTL serve and manage multiple types of advertising inventory across digital cable properties like interactive TV, the electronic program guide, e-mail and interactive games.

As a result, interactive ads will be delivered to subscribers through NTL's two-way broadband network. In essence, AdStream unifies the ad sales and delivery processes across various interactive channels.

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