“As Internet advertising has grown increasingly specialized, and as Atlas has continued to gain market share amongst advertisers and agencies, publishers have asked Atlas for sell-side-focused digital advertising solutions,” said Atlas president Karl Siebrecht in a statement. “We believe our position with the buy-side, where media purchasing decisions are made, coupled with our core strengths in analytics will enable us to deliver meaningful innovations to market for publishers.”

Accipiter, who frequently announces new technology licensees, had just signed a deal with Auto Trader, one of the UK’s most popular auto magazines, to use its technology to serve more than 500 million ads a month.

Accipiter CEO Brian Handly, who will now serve as Atlas’s senior VP, is optimistic about the deal, saying that the resources now available though Atlas and aQuantive will allow them to expand their reach both technology and customer-wise. Accipiter’s European operations will join Atlas EMEA (Europe, Middle East and Africa).

“With 45 percent of Accipiter’s customer base outside of North America, we feel it’s a great opportunity to launch a European version of AdMarket that is customisable for language and currency,” said Accipiter CEO Brian Handly in a statement. “We had significant interest from our international customers in a bid-for-placement ad solution and are very excited about introducing this offering to our European customers.”

AdMarket is auction-based and entirely self-serve. Publishers can set their own pricing structure, interact with advertisers on a one-to-one basis, and set up their own marketplaces under their own brands.

Handly adds, “After initially partnering with BidClix, it was clear that there was a great cultural fit as well as significant advantages in bringing both companies together and operating as a single entity. Accipiter has had significant demand from our customer and prospect base for the development of a self-service bid-for-placement system that they could leverage to gain more control over their advertiser relationships. Many of our customers are interested in preserving their brand and want to minimize the revenues that they are giving away to third parties.”

Accipiter wants to add BidClix’s technology to its own, creating an all-in-one solution that lets advertisers launch cross-platform campaigns across emerging media markets like podcasting, RSS, blogging, streaming video and mobile platforms. The existing BidClix marketplace serves nearly 1.1 billion text ads a month and lets advertisers target specific sites and content channels. Accipiter serves more than 50 billion ads a month around the world.

“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.

“It gives publishers direct influence on advertisers, the ability to control bidding rates, and importantly, full disclosure on revenue share,” said Accipiter CEO Brian Handly in a statement. He adds that AdMarket is “a self-service advertising solution with the features publishers need to create additional targeted advertising inventory and in many cases, reclaim valuable inventory they may have previously allocated to a non personalized CPC network.”

AdMarket publishers can moderate the ads that appear on their site, ensuring that the advertising jives with their content and their audience. Ads are bid on in an auction setting, so publishers can get the maximum price for ad space. Both publishers and advertisers can monitor ad performance, allowing advertisers to better manage their campaigns, and publishers can determine optimal ad placement. Publishers can customize the interface so it matches their site. AdMarket supports IAB standards, and lets publishers use either Accipiter’s ad network, or their own ad inventory.

According to Accipiter, 30% of their new Accipiter AdManager customers in 2005 migrated from a competing platform that they were unsatisfied with. AdManager’s list of features includes campaign optimization, inventory forecasting, support for rich media ads, and support for podcast, mobile, and in-game ads.

“A large percentage of our customer base is made up of publishers, networks, and marketers who have already migrated to our ad management platform from a competitive solution,” said Accipiter CEO Brian Handly in a statement, “Migrating to DART may not be the best option for every Falk customer, so we would like to propose an alternative solution.”

For those wishing to make the switch, Accipiter also offers automated migration tools to make the transition as painless as possible.

“Our customers are looking beyond static banner ads and pop-ups to extend their available ad inventory and increase revenue opportunities,” said Accipiter CEO Brian Handly in a statement. He adds, “As an increasing number of online users turn to trendsetting media sources, content providers are quickly adopting this concept, offering these unique alternatives to their customers.”

Cooperation between Filmloop and Photobucket lets Photobucket users automatically create and share their own photo loops, giving Filmloop access to Photobucket’s 15.6 million monthly unique visitors. Photobucket grew 1,492% in November 2005, according to Nielsen/NetRatings, while Filmloop’s free photo-sharing software has more than 250,000 users, and hosts more than 9 million images.

Entriq will use Accipiter’s AdManager to serve ads across their MediaSphere mobile network alongside multimedia and content, while Visioneering will utilize the software to deliver image and rich media ads across its casual gaming and casino portals.

“Our ad server was outdated and we needed to get up to speed with an increasingly demanding market,” said Salary.com’s VP of media sales Kevin Plunkett in a statement. “We feel that Accipiter’s AdManager will allow us to win more ad dollars in a highly competitive advertising sales marketplace.” Salary.com plans to use AdManager’s User Registration module to maximize their ad inventory by compiling and serving ads against all their customer registration data.

Advertising technology company Accipiter Solutions has been providing ad management and behavioral targeting solutions to the ad industry since 1996. They have more than 350 customers across the globe, and in addition to web pages, their ad solutions deliver rich media through RSS, podcasts, photocasts, and streaming media.