Omniture and 24/7 Real Media forge publisher side analytics
21 April, 2009
Genesis Integration with Publisher-side Advertising Data Serves Visitors Most Relevant Ads,
Helps Publishers Monetize Ad Inventory
OREM, Utah, OMNITURE SUMMIT, London and NEW YORK
— Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, and 24/7 Real Media, the leading global digital marketing company, today announced a forthcoming integration that will enable publishers to serve relevant ads by creating visitor segments through Omniture SiteCatalyst that are shared with 24/7’s Open AdStream® product. Leveraging both Omniture SiteCatalyst and 24/7’s Open AdStream, 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 utilize SiteCatalyst analytics data alongside advertising data such as clicks and impressions from 24/7’s Open Adstream.
The integration will happen through 24/7 Real Media’s Open AdStream and Omniture Genesis, a marketing platform that integrates complementary third-party applications with Omntiure products. Omniture Genesis is a component of the Omniture Online Marketing Suite. This joint 24/7 and Omniture integration will benefit customers by providing a single view into their marketing data.
Open AdStream’s decision engine will identify and target each segment of site visitors in real time, and in turn, monetize the data by serving the most effective ads to particular segments of the publisher’s Web site, driving higher CPM rates. Even publishers that aren’t 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 are already recognizing the value of the integration and will use it to display more relevant ads, consolidate reporting and forecast revenue.
“Channel4 has been using both Open AdStream to see advertising data and Omniture SiteCatalyst to provide analytics data for some time, and this integration is great news because it will help us automate these metrics into a single reporting interface,” said Ed Couchman, Commercial Controller, Future and Digital Media Advertising at Channel4. “This integration will allow us to identify interesting visitor segments through Omniture and then target appropriate messaging to those visitors using Open AdStream. Omniture and 24/7 are providing to publishers another mechanism to bring added value to advertisers.”
“As a publisher, How Stuff Works is always looking for innovative ways to help our advertisers reach their target audience and to differentiate our inventory,” said Matt Crenshaw, vice-President of Publishing Operations and Analytics at How Stuff Works. “By integrating Omniture and 24/7, we will be able to identify valuable visitor segments and then serve targeted ads to those visitors, regardless of where they are on our site.
“Publishers need to understand not only who their audience is, but which messages will resonate as visitors navigate their properties. This partnership 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 through Open AdStream, resulting in enhanced revenue and targeting capabilities.”
“The Omniture Genesis integration with 24/7 Real Media reflects our ongoing commitment to deliver comprehensive 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. “Providing publishers the ability to serve ads through Open AdStream based on behavioral information from Omniture, see combined metrics within their dashboards, and derive higher advertising value fills a much needed void for publishers today.” Omniture Press Contact
Jamie Stum, 801.932.7079, email@example.com 24/7 Real Media Press Contact
Mike Manning, Cohn & Wolfe
415-365-8526, firstname.lastname@example.org About 24/7 Real Media, Inc.
24/7 Real Media, Inc. a WPP company (NASDAQ: WPPGY) is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com
24/7 Real Media: The Science of Digital Marketing.
24/7 Real Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Real Media cookies, go to: www.networkadvertising.org
. About Omniture
Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture’s more than 5,100 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony and HP. www.omniture.com
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