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.

Further shape-shifting appears to be on the horizon with the acquisition of Mindset Media, which specializes in psychographic audience measurement and ad targeting. Meebo had been partnering with the targeting firm for the last year.

Mindset goes beyond demographics to link consumers with advertisers using psychographic profiles and personality types based on browsing behavior collected through cookies. The New York-based company will operate as a business unit within Meebo and manage its own client base.

Online ad network Mindset Media has announced three new hires: JB Brokaw, executive director, sales and business development; Rosemary Biagioni, finance director and Calvin Norman, sales director, Mindset Media Network. Brokaw hails from Range Online Media, where he was vice president and general manager. Biagioni held senior-level positions at SilverCarrot, Independent Media Services, and Kari-Out Company. Norman has held positions at CBS Inc., WABC-TV and Answers Corporation.

According to the study, those who scored highest in leadership (“their style with others is both inclusive and decisive”) are 68% more likely to have purchased three of more computers in the past two years. Those scored highest in dynamism (“they believe the only place to be is in the thick of it; never on the sidelines”) are 58% more likely to have purchased three or more flat screen TVs in the past two years. Assertive people (“they know what they want and go after it with purpose”) are 62% more likely to purchase a new cell phone when the latest model hits the streets. Those who scored low in modesty (“they may be considered conceited or arrogant by others”) are cell phone enthusiasts and 45% more likely to upgrade when a new model’s available.

The study reaches far beyond the typical demographic data usually mined by marketers who want insight into the minds of their targets; as a result, it gives advertisers and marketers a powerful level of insight in how they should be crafting and executing their campaigns.

Mindset Media is an Internet ad network for brands.

Brand advertisers have long known that consumers’ states of mind can determine what they buy and what brands they choose, but advertisers have lacked an efficient way to target mass audiences of people with the right psychographics – that’s where Mindset Buys comes in.

“Every brand in the modern market has a psychographic target, and the more competitive the category, the more that target matters on the bottom line,” said Jim Meyer, CEO and co-founder of Mindset Media. “We are very proud to partner with 24/7 Real Media. Together, we make the Internet work harder for brands.”

Each Mindset Buy on 24/7 Real Media can reach millions of U.S. consumers with the same personality trait, on a completely anonymous basis. The 24/7 network reaches 150 million unique viewers each month, across more than 1,500 sites globally.

24/7 Media is a global digital marketing company that focuses on targeting, transparency and ROI. Mindset Media is an interactive advertising network for ad brands. It focuses on fitting brands with targeted personality traits to boost online media buys.