New Ad Management Systems Put Data to Use

As DoubleClick unveils its new DART Adapt ad management platform for publishers, 24/7 Real Media has launched Open AdStream 6, an ad management platform that combines Web analytics, behavioral targeting, ad serving and campaign management in one interface.

The system consolidates page tags for ad serving, Web analytics and behavioral targeting into one single tag. In addition to other targeting options like demographics, technographics, geography, time of day and search terms, the platform allows publishers to create customized segments based on analytics data then serve and optimize behaviorally-targeted ads.

The new DoubleClick offering works similarly, basing audience segments on gathered data, rather than basing segments on rules set by the advertiser.

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