24/7 Adds Rich Media Tools

  |  May 23, 2006   |  Comments

Rich Media Foundry removes compatibility issues between vendors in the supply chain to simplify campaign management for publishers.

24/7 Real Media has launched Rich Media Foundry, a set of tools for creating and trafficking rich media advertising from multiple vendors.

The technology, which integrates with 24/7's Open AdStream (OAS) ad management platform, removes compatibility issues between rich media vendors, ad servers, and other vendors in the supply chain, according to Tom Swenson, product manager for the Rich Media Foundry.

"We designed Rich Media Foundry to reduce the friction in the supply chain, and make it easier for publishers to manage campaigns," Swenson told ClickZ. "There's a perception that this is hard, but it doesn't need to be. The tool really simplifies things so they can focus on their own revenue-generating activities."

The rich media marketplace continues to grow in complexity, Swenson said, with new vendors and new formats frequently entering the market. At its core, Rich Media Foundry is a code-generation and modification tool that takes the code-generation aspect of ad serving and trafficking out of the equation by moving it behind the scenes, he said.

A trafficker gets a rich media format from the advertiser or agency, and can upload the code for that format directly into the system and import it directly into Open AdStream. Rich Media Foundry integrates with OAS and populates the campaign directly, without further modifications.

The technology is designed to support any rich media format, including video, audio, mobile, DTV, and other emerging formats, Swenson said.

The company built Rich Media Foundry as a separate tool from OAS to ensure it would be nimble, and able to keep up with the rapid changes of the market, Swenson said. "Because of the volatile nature of the industr, and how quickly things are changing, we want to be able to support any format from any vendor, and any new innovation that comes along," he said. "We felt if it was built directly into OAS, we'd have to worry about fitting into its release cycles, but as a separate tool, it allows us to react more quickly.

To further keep apace with the marketplace, 24/7 gives rich media vendors individual accounts to maintain code templates for their ad products. When they introduce a new format, they can add it into the Rich Media Foundry system for 24/7's publisher clients to use. It also sets in motion 24/7's workflow for its certification program for administrators to review and ensure its compatibility with OAS.

Rich media vendors currently in 24/7's certification program include Eyeblaster, Eyewonder, Pointroll, Viewpoint, United Virtualities, Klipmart and Tango Zebra.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...