24/7 Real Media Inc. said last week that it completed the integration of the ad-serving platforms of 24/7 Media Inc. and Real Media Inc. Savings from the merger of the two companies are expected to be more than $30 million annually, the company said.
The savings result from the migration of 24/7 Connect — 24/7 Media's ad-serving platform — to Real Media's Open AdStream technology and the reconfiguration of the 24/7 Network, according to the company. The newly merged platform will focus on higher-margin Web sites with well-recognized brands. More than 2,000 Web sites use Open AdStream to serve more than 200 billion ads a month.
“We're seeing larger, longer-term orders coming in, with great and ongoing support from our technology partners, long-term advertising and e-mail customers and even vendors,” said David Moore, 24/7 Real Media's chief executive officer.
In late October, the former 24/7 Media announced its merger with rival ad-serving network Real Media in a stock deal worth nearly $2 million.
The company also said it instituted a voluntary stock-for-salary program, in which employees can elect to receive a percentage of their annual salary in stock rather than in cash. This program is in addition to 24/7 Real Media's stock-option plan. Executives electing to take 20 percent or more of their salary in stock under the new plan include Moore, chief operating officer Tony Plesner and chief financial officer Norman Blashka.