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

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).