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
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
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.