Real Media makes move into Europe.

Real Media, a New York-based company offering internet advertising management technology, has entered the UK. It claims to be the world's biggest provider of internet marketing solutions and says its new London office is part of a larger push into Europe. It already has bases in Paris, Frankfurt, Zurich and Lausanne.

The UK operation is a joint venture with Swiss advertising sales and services firm, Publicitas. Real Media's founders all have newspaper backgrounds and its clients, including the New York Times, Washington Post and Le Monde, are also largely in print media. The company believes it has a particular expertise in meeting their online needs, notably with Open AdStream, an ad-management tool which it developed three years ago and is now used on over 500 web sites. Real Media UK's managing director, Tim Brown, says he will be "fighting for advertising on these kinds of traditional media web sites".

The main competition on the technology front will be Net-gravity (clients include the Electronic Telegraph) and Accipiter (used by the BBC and Emap).

From a sales point of view, Real Media will be going up against the likes of Double-Click and Softbank, as well as local media rep houses such as Emap and TSMSi.

Brown claims a high degree of "dynamic" intelligence for his Open AdStream technology. For example, it allows an internet advertiser to target users at specific times of the day and in specific geographical areas; adjust the ad content according to the user's browser type; and take data collected by a web site and integrate it to give ads even more targeting criteria.

Open AdStream's tracking and analysis capabilities not only monitor the number of impressions and clickthroughs, but also show where users ar coming from, how long they spent on the site, and so on. And, it only counts "real" impressions. Brown says his is the only tool that is "networkable and totally scalable", so it can be stored on multiple servers rather than on one remote server. This makes download times much faster and is, he argues, easier to manage.

Real Media, a New York-based company offering internet advertising management technology, has entered the UK. It claims to be the world's biggest provider of internet marketing solutions and says its new London office is part of a larger push into Europe. It already has bases in Paris, Frankfurt, Zurich and Lausanne.

The UK operation is a joint venture with Swiss advertising sales and services firm, Publicitas. Real Media's founders all have newspaper backgrounds and its clients, including the New York Times, Washington Post and Le Monde, are also largely in print media. The company believes it has a particular expertise in meeting their online needs, notably with Open AdStream, an ad-management tool which it developed three years ago and is now used on over 500 web sites. Real Media UK's managing director, Tim Brown, says he will be "fighting for advertising on these kinds of traditional media web sites".

The main competition on the technology front will be Net-gravity (clients include the Electronic Telegraph) and Accipiter (used by the BBC and Emap).

From a sales point of view, Real Media will be going up against the likes of Double-Click and Softbank, as well as local media rep houses such as Emap and TSMSi.

Brown claims a high degree of "dynamic" intelligence for his Open AdStream technology. For example, it allows an internet advertiser to target users at specific times of the day and in specific geographical areas; adjust the ad content according to the user's browser type; and take data collected by a web site and integrate it to give ads even more targeting criteria.

Open AdStream's tracking and analysis capabilities not only monitor the number of impressions and clickthroughs, but also show where users ar coming from, how long they spent on the site, and so on. And, it only counts "real" impressions. Brown says his is the only tool that is "networkable and totally scalable", so it can be stored on multiple servers rather than on one remote server. This makes download times much faster and is, he argues, easier to manage.



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