Publishers Gain Valuable Insight into Audience Behavior for Maximizing Revenue Opportunities
NEW YORK – 24/7 Real Media Inc., the leading global digital marketing company, today introduced a new Performance Tracking functionality for its Open AdStream® ad management platform. This new offering provides Web publishers with detailed and actionable insight into their audience behavior, to help identify optimal strategies for generating revenue.
With Performance Tracking, publishers get a full analysis of conversion activities occurring after their visitors either view or click on an advertising message on their site, and arrive on an advertiser’s site to browse or purchase. Open AdStream allows publishers to track conversions through multiple steps and assign specific revenue to each step. This allows clients to realize greater revenue by accurately attributing their audience’s actions.
With such a clear picture of their audience’s activities, publishers using Open AdStream can successfully evaluate the benefits of implementing a cost-per-acquisition (CPA) pricing model, to either support or replace cost-per-click (CPC) or cost-per-thousand (CPM) campaigns. Impressions and clicks can be tracked and reported through a variety of categories, including creative, campaign, advertiser or Web site.
“Partnering with 24/7 Real Media offers publishers access to the industry’s most effective and comprehensive targeting, tracking and reporting technology platform,” said Nicolle Pangis, Vice President, Product Management, Global Media and Technology for 24/7 Real Media, Inc. “Performance Tracking is the latest example of our consistent enhancements to Open AdStream, allowing publishers to better understand their core audience and maximize their advertising revenue.”
Publishers are also able to utilize the Performance Tracking functionality to track visitors arriving on their own site from external inbound campaigns, such as advertising on other sites. Subsequent activity conducted by visitors on the publisher’s site, such as downloads, searches and form submissions, can also be tracked and reported on.
Open AdStream is 24/7 Real Media’s proprietary, award-winning ad serving and campaign management platform, for the targeting and delivery of ads to their Web sites. Open AdStream combines the powerful business intelligence of Web analytics and behavioral targeting with a world-class management platform, delivering all digital formats across all digital platforms.
For more information on 24/7 Real Media and Open AdStream, visit www.247realmedia.com.
About 24/7 Real Media, Inc.
24/7 Real Media, Inc. a WPP company is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com.
24/7 Real Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Real Media cookies, go to: www.networkadvertising.org.
