IAR Bits and Bytes

Real Media U.S. Launches Centrally-Served Version of Open AdStream

Ad network Real Media took the wraps off the U.S. version of its Open AdStreamCENTRAL product this week, aiming to capitalize on what it said has been wild success in Europe.

Open AdStreamCENTRAL is a fully hosted version of Real Media’s Open AdStream 5.1 server, and provides inventory management, geographically based targeting and ad caching.

Like all of Real Media’s ad serving products, its Open AdStreamCENTRAL doesn’t pool users’ cookie information into a central, Web-wide database. The company touts this as a selling point for publishers, who typically must share their users’ anonymous information and surfing behavior with firms like DoubleClick and Engage.

The company, which is majority owned by global traditional ad placement giant PubliGroupe, said its European unit has seen sizable traction for Open AdStreamCENTRAL, signing clients like Excite and News International.

Ticketmaster Taps Former Real Media CEO as Top Web Salesman

Event ticketing giant and Web publisher Ticketmaster has tapped Christopher Neimeth as executive vice president for national sales.

The former president and chief executive of ad network Real Media will spearhead what Los Angeles-based Ticketmaster described as an aggressive national sales expansion.

In the new post, Neimeth will assume responsibility for all aspects of national advertising sales and operations across Ticketmaster’s network of properties. Neimeth also will oversee the development of new advertising products and services for Ticketmaster, and will report to Ticketmaster’s president and CEO, John Pleasants.

The company operates local events and information site Citysearch and matchmaking site Match.com.

Prior to his tenure at Real Media, Neimeth also held positions at two New York digital media startups. He was a founder and associate director at Grey Interactive, and senior vice president for Internet advertising at The New York Times Digital.

Responsys Receives $20 Million In Mezzanine Round Financing

Palo Alto, Calif.-based marketing technology firm Responsys landed some serious change from venture capitalists this week.

The company received $20 million in a funding round led by Sigma Partners, and including previous Responsys backers Accel Partners, Foundation Capital, and Redpoint Ventures.

Through terms of the funding, Sigma Partners’ Gregory Gretsch joins the board of directors of Responsys, which makes technology to personalize Web content and ads based on consumer data.

Early last year, Responsys netted $22.5 million in financing from Accel, Foundation, and Redpoint.

WebSideStory Nabs $3 Million

Web intelligence and traffic-measurement firm WebSideStory received $3 million this week from private investment firms led by Westcliff Capital Management.

The funding built on a $7.5 million investment from TA Associates and Summit Partners several months earlier.

The additional funds will be used for general operating purposes at the San Diego, Calif.-based company, according to WebSideStory president and CEO John Hentrich.

Representatives from Santa Cruz, Calif.-based Westcliff touted WebSideStory’s market share and technology as the reason for their investment.

Owners Rebrand marchFIRST’s Salt Lake City Office

The dissolution of what onetime interactive services giant marchFIRST continues, with its Salt Lake City office being bought out by private investors.

As a result, the office has a new name — boede&partners — and a new mission as an independent marketing agency.

Led by former Intel marketing figure Dave Boede, boede&partners said it will specialize in creating integrated marketing programs. The firm provides services including brand strategy, customer segmentation and profiling, offline and online advertising, media planning and placement, lead management, direct response, site design and field marketing.

The agency, which has about 40 employees, already serves a variety of B2B and B2C companies through earlier relationships. Clients include WebMiles, Volera and CenterBeam.

In addition to Boede, who will serve as president, the agency’s management team includes six partners: Merri Lee Barton, media services; Lori Feld, customer relationship marketing; Steve Grigg, creative director; Kelly Hindley, brand intelligence; Scott Kempema, client services; and Arthur Watson, finance and operations.

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