Hiwire Unveils Targeted Ad Network for Streaming Media

Advertising firm Hiwire Inc. on Tuesday launched a beta test of its ad insertion network for streaming media, a system which allows for the targeting of ads based on demographic data about the viewer or listener.

RealNetworks has built a platform for targeting ads on its platform, in conjunction with Engage, DoubleClick and Real Media. Engage also has developed a way to target ads in Microsoft‘s Windows Media Player.

“Broadcasters are now able to recoup their streaming costs and generate premium revenue from their online listeners. The ability to directly target listeners in a live stream is an industry milestone — and just the beginning for Hiwire,” said Warren Schlichting, chief executive officer of Hiwire.

“What we are offering netcasters is a continuous revenue solution that will eventually work on all platforms and with both audio and video.”

Currently, the Hiwire technology works with Windows Media and the company says it will soon work with Real and Quicktime formats.

Hiwire is a private firm whose investors include Grey Advertising’s venture arm, Grey Ventures.

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