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.

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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