Digital marketing company 24/7 Real Media has won a pitch to supply an ad serving solution for ninemsn’s web ad syndication network Platform Nine.
Platform Nine represents around 150 niche websites such as dogslife.com.au, chinatown.com.au and beerandbrewer.com.au to advertisers. The small specialist websites are dubbed the long tail because collectively they share the bulk of online ad spending.
The ninemsn division is expanding its offering from placing videos on sites to more direct response marketing, which is where 24/7’s technology solution comes in.
The WPP owned 24/7 Real Media won the business in a competitive pitch to supply its proprietary Open AdStream system.
“The key feature that Platform Nine found appealing was the integrated analytics and behavioural targeting functions of Open AdStream. We are capable of delivering a holistic ad serving solution in a way that best suits their business model,” said 24/7 Real Media managing director Robbie Hills.
