ADOTAS – With the release of Open AdStream 11, 24/7 Real Media has upgraded its ad management platform with a little something-something for the advertisers as well as the publishers.
In addition to updating to support the Internet Advertising Bureau’s VAST 2.0 standards, Open AdStream 11’s improved video capabilities allow publishers to track, monitor and analyze video campaigns running on a site. Through further supporting emerging technology in display, rich media and video, “Open AdStream enables publishers seamlessly incorporate video with display ad management,” said Nicolle Pangis, SVP of product management for global media and technology at 24/7 Real Media.
For the advertisers, Open AdStream 11 introduces psychographic targeting from Mindset Media to wide array of targeting options, which include search retargeting and contextual and behavioral targeting. Mindset, which was acquired by social IM service Meebo in February, allows advertisers to target users based on 21 personality traits that drive brand choice and buying behavior in the consumer good and services realm. In addition, 24/7 Real Media has added optimization of campaign inventory by site.
Finally, the upgraded Open AdStream platform promises a more streamlined workflow and improved useability, as well as deeper third-party CRM integrations.