Delivers First Scalable Technology Solution Enabling RTB Within One Ad Management Platform
NEW YORK – 24/7 Real Media, Inc., WPP’s ad technology company, announced the availability of real-time bidding (RTB) within its proprietary ad management technology, Open AdStream®. With this new capability, 24/7 Real Media delivers the first enterprise-level technology solution that enables real-time bidding within a single ad management platform driving increased yield and superior control.
24/7 Real Media’s new RTB capabilities allow a publisher to put its inventory into a single ecosystem that dynamically allocates revenue and delivers optimal yield. This unique capability differentiates Open AdStream from other platforms in the marketplace today by allowing the publisher to filter and assign value to biddable inventory based on audience and context unlike other systems that require publishers to segment specific inventory for RTB. 24/7 Real Media’s new capabilities also give advertising clients a simple solution for bidding on premium, first-tier inventory from a trusted, accountable source.
“At 24/7 Real Media, we are always looking to innovate in ways that help our clients recognize new revenue opportunities,” said David J. Moore, Chairman, Founder and CEO at 24/7 Real Media. “By enabling publishers to open up their inventory for real-time bidding in a controlled way, we enhance the publisher’s ability to identify the actual worth of each segment of inventory on their site. Similarly, advertisers are guaranteed quality inventory from a biddable environment, where their messages are most likely to resonate with online users.”
Open AdStream’s real-time bidding technology provides publishers new opportunities for more revenue with less risk, serving ads to a new bidder only if it beats an earlier price or set floor. Unlike ad exchanges in the market today, 24/7 Real Media’s Open AdStream provides access for real-time bidding within a single decision engine. By using a singular system, instead of integrations between multiple systems, the experience for the users viewing the ads is improved due to faster page loading speeds and there are far less complexities for publishers managing their inventory. Publishers will receive only one report for all inventory sold and their cost is reduced because fewer calls are made by the ad server.
“The addition of real-time bidding to our technology platform allows publishers to surface inventory through RTB in the same way they leverage reserved inventory to ensure the highest yield on each impression,” said Nicolle Pangis, EVP, Product Management Global Media and Technology at 24/7 Real Media. “For advertising clients looking for a way to bid on top-tier inventory, we provide a simple, intuitive and accountable means for them to do so.”
Not only will this technology power publishers working with 24/7 Real Media, but it will also serve clients of the Media Innovation Group (MIG) and GroupM’s Xaxis through a connection to WPP’s proprietary DSP technology.
About 24/7 Real Media, Inc.
24/7 Real Media, Inc., a WPP company, provides digital marketing solutions for advertisers and publishers globally by empowering them to reach their target audiences with greater precision and transparency, resulting in better ROI. 24/7 Real Media’s award-winning ad management platform, Open AdStream®, and its Global Web Alliance of high quality publisher websites, have turned the art of reaching audiences across any digital medium into a measurable science. Behind every insight, there’s the experience of 18 offices in 12 countries, billions of global advertising impressions served every month and a stellar reputation as a leader in the digital marketing industry. 24/7 Real Media is headquartered in New York and operates throughout North America, Europe and Asia Pacific. 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.
