WPP's 24/7 Real Media enters RTB fray

WPP's 24/7 Real Media is entering the real time bidding (RTB) market, integrating it into its proprietary ad management technology Open AdStream for publishers and advertiser clients.

24/7 Real Media: integrates ad management technology
24/7 Real Media: integrates ad management technology

The advertising technology agency claims its new technology will enable publishers to filter and assign value to their biddable inventory based on context and audience, unlike other systems which require publishers to segment specific inventory for RTB.

Nicolle Pangis, president, Europe, at 24/7 Real Media, said the service "improves" publishers’ ability to identify the value of each segment of inventory.

Pangis said: "Similarly, advertisers are guaranteed quality inventory from an auction environment that ensures their messages are targeted effectively and most likely to resonate with online users.

"This is the way forward for publishers and it provides a simple, intuitive and accountable means for advertising clients to bid on top-tier inventory."

The service will also be available to clients of GroupM’s DSP Xasis and Media Innovation group.

In October last year, Xaxis introduced the ability for brands to deliver targeted video ads to global audiences across high quality media properties on a controlled frequency.

Follow Sarah Shearman on Twitter @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email