Real-time personalization solutions provider Net Perceptions Inc. signed a partnership agreement with ad network and solutions company Real Media that combines Real Media’s OAS ad serving technology and Net Perceptions’ ad targeting solution.
Playboy, the Los Angeles Times and Bloomberg.com are among the first clients to benefit from the integration of the two technologies.
“Net Perception’s understanding of the personalization marketplace combined with Real Media’s leading ad management solution, offers Web publishers the ideal vehicle for ad targeting capabilities,” said Gil Beyda, Real Media’s CTO.
Net Perceptions for Ad Targeting optimizes advertising campaigns by analyzing user and site-wide click behavioral patterns. Net Perceptions can then provide Real Media’s Open AdStream (OAS) ad server with a “user relevancy score”, which is an indication of a user’s probability of clicking based on past behavior and ad impression environmental variables.
Ad placements can then be optimized based on an analysis of past individual user behavior, time of day, page, recency/frequency, user navigational patterns, user keyword searches and general user categorization strategies.
Open AdStream creates a list of ads (based on Open AdStream business rules logic) and hands the ads to Net Perceptions for selection. Net Perceptions then selects the most appropriate ad for the user. Financial arrangements between the two companies were not disclosed.
“Net Perceptions is focused on helping Real Media customers improve their business results,” said Steve Larsen, vice president of marketing and business development for Net Perceptions. “Our ad targeting technology augments Real Media’s capabilities with real-time learning and optimization. The combined solution will improve clickthrough rates for publishers and advertisers.”