WPP's 24/7 Real Media enters RTB fray

WPP's 24/7 Real Media is entering the real time bidding (RTB) market, integrating it into its proprietary ad management technology Open AdStream for publishers and advertiser clients.

24/7 Real Media: integrates ad management technology
24/7 Real Media: integrates ad management technology

The advertising technology agency claims its new technology will enable publishers to filter and assign value to their biddable inventory based on context and audience, unlike other systems which require publishers to segment specific inventory for RTB.

Nicolle Pangis, president, Europe, at 24/7 Real Media, said the service "improves" publishers’ ability to identify the value of each segment of inventory.

Pangis said: "Similarly, advertisers are guaranteed quality inventory from an auction environment that ensures their messages are targeted effectively and most likely to resonate with online users.

"This is the way forward for publishers and it provides a simple, intuitive and accountable means for advertising clients to bid on top-tier inventory."

The service will also be available to clients of GroupM’s DSP Xasis and Media Innovation group.

In October last year, Xaxis introduced the ability for brands to deliver targeted video ads to global audiences across high quality media properties on a controlled frequency.

Follow Sarah Shearman on Twitter @Shearmans

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published