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Accipiter Steers AdManager to Cars.com

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Jun 28, 2006 

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Sarah Novotny  |

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Accipiter Steers AdManager to Cars.com

Accipiter Solutions has signed online classified advertiser Classified Ventures as its latest AdManager Hosted customer. Cars.com, a division of Classified Ventures, needed an ad management solution that could support expected increases in online consumer traffic while supporting the migration of existing online ad data. Using AdManager’s XML Integration Module, the site imported almost 2,000 ad campaigns, 2,000 ad creatives, 650 user data entries, and other targeting elements.

“The migration to AdManager Hosted using the XML Integration Module was easier than expected given the massive amount and complexity of data that had to be transferred,” said Mark Delude, Director of Web Site Production for cars.com. “With Accipiter’s experience and expert customer support team, we have saved a great deal of time and operational costs getting our new system up and running.”

Cars.com currently uses affiliate network, zip code, and other user-selected categories to target ad campaigns, but it requires a way to do so on a more granular level.

“Once additional sites within our network are live with AdManager, we expect to be serving over 500 million ads per month,” commented Keri Needham, Ad Operations Manager for Classified Ventures. “Accipiter’s AdManager will help us meet our projected monthly ad campaign growth of 10% across our entire site network.”

Cars.com also utilizes AdManager’s Revenue Management features for campaign optimization. Three prioritized tiers structured with affiliate advertisers first, campaigns sold by Cars.com second, and run-of-affiliate campaigns comprise third, will ensure optimized delivery of advertisers’ campaigns.

Tags: Accipiter, cars.com, online_classifieds and partnerships

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