Omniture partners with 24/7 Real Media for ad serving analytics
- Added:
- Apr 23, 2009
Omniture has partnered with 24/7 Real Media to integrate the companies analytics and ad serving services.
The new ‘Genesis Integration’ service will enable publishers to serve relevant ads by creating visitor segments through Omniture SiteCatalyst that are shared with 24/7’s Open AdStream product.
Using Omniture SiteCatalyst, publishers will also be able to better understand which page views have the highest value to advertisers and better forecast and manage ad inventory and revenue.
Through the integration, publishers will be able to utilise SiteCatalyst analytics data alongside advertising data such as clicks and impressions from 24/7’s Open AdStream.
The integration will happen through Omniture Genesis, a marketing platform that integrates complementary third-party applications with the Omniture product suite, giving customers a single view into their marketing data. Omniture Genesis is a component of the Omniture Online Marketing Suite.
Open AdStream’s decision engine will identify and target each segment of site visitors in real time, and in turn, monetise the data by serving the most effective ads to particular segments of the publisher’s Web site, driving higher CPM rates.
The companies said that even publishers that are not ad-focused, such as e-commerce sites and service providers, can leverage this new service to better target promotional and seasonal messages to their visitors.
“Publishers need to understand not only who their audience is, but which messages will resonate as visitors navigate their properties. This partner relationship allows them to decisively act on that valuable information,” said Nicolle Pangis, Vice President, Product Management, Global Media and Technology for 24/7 Real Media, Inc. “Publishers have a tremendous amount of data, and this partnership is the first of its kind enabling them to leverage that data in real time, resulting in enhanced revenue and targeting capabilities.”
“The Omniture Genesis integration with 24/7 Real Media reflects our ongoing commitment to deliver integrated solutions with industry leaders that satisfy mutual customer and market needs,” said John Mellor, executive vice president of business development and corporate strategy at Omniture. “We believe providing publishers the ability to serve ads through Open AdStream based on behavioural information from Omniture, see combined metrics within their dashboards, and derive higher advertising value fills a much needed void for publishers today.”
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