Gives Real Media Ad Serving Edge Over NetGravity

Share this content:
Top 30 U.S. Web site has slowly shifted away from No. 1 ad-network DoubleClick Inc.'s off-the-shelf ad serving technology over the last six months in favor of Real Media Inc., an ad server little known outside of Web publishing circles. And is reviewing the ad serving on one part of its site that DoubleClick's NetGravity unit still serves.

The Internet destination for the Weather Channel, Atlanta, is coming off the busiest month of its five-year history, following brutal snow storms that buried most of the East Coast in January. Last month, the site served more than one billion ads and got 213 million page views, not including pages it delivered as the weather provider for America Online Inc.

With usage of the site growing, the company won't compromise on making sure it can fulfill agreements to place advertisers' banners with as few glitches as possible, said chief revenue officer Paul Iaffaldano. Selling advertising is's biggest source of revenue.

"The decision to use Real Media was sort of a natural process to explore solutions that allow us to get better," Iaffaldano said. "Who knows? Next year maybe it'll be a new version of Real Media, maybe it'll be something else that's even better."

Unlike online advertising networks that deliver banner ads to groups of Web sites they represent contractually, companies like Real Media and NetGravity provide Web sites with software they can use to place banners themselves. used NetGravity technology exclusively before a review process it carried out last year.

The site began using Real Media for some of its pages midway through 1999 and now that company is handling the lion's share of's ads. Iaffaldano said the New York company's technology "scales" well when faced with big traffic periods.

"For us, when we get a big storm like [in January], that's the equivalent of someone running an ad on the Super Bowl. We passed the test. We didn't crash when the storm came," he said. has entered a "transition phase" to improve ad serving on the Latin American portion of its site, a part NetGravity still serves, Iaffaldano said. However, he did not go so far as to say the company planned to abandon NetGravity.

Jennifer Blum, a spokesperson for NetGravity parent company DoubleClick, New York, said and NetGravity recently inked a deal to continue working together.

Unlike typical content sites that expend great energy trying to retain their traffic and show them as many ads as possible, emphasizes its ability to send its visitors off to "places that make sense," Iaffaldano said. The company targets visitors to its skiing section with parka advertisements, for example, or hits people investigating its golf page with travel packages to courses.

The Weather Channel and are units of Landmark Communications Inc., Norfolk, VA.

Real Media is privately held but filed with the Securities & Exchange Commission for an initial public offering recently.

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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