Backbone4Media was Selected as ADTECH's New Order Entry System

2010-09-10: ADTECH, a leading provider of ad serving technology and part of AOL Advertising, has today announced that it will be launching the latest addition to its ad server family with pride at this year’s ad:tech London digital media exhibition (21st & 22nd September at Olympia, Stand 236). “ADTECH Orders” supports ad networks and publishers throughout the entire pre-sales process. ADTECH will also be presenting its greatly simplified video booking system and a new mobile targeting technology.

More digitalisation instead of manual data entry

With “ADTECH Orders”, the ad server is now also involved in the initial sale of advertising space. The integrated order management system and the ad server exchange information in real time about reservations, bookings and discounts. “This direct forwarding of data without any system breaks or manual intervention is the kind of efficiency that is expected from the digital sector”, summarises Dirk Freytag, CEO of ADTECH. “In the digital industry, we are still entering far too much information manually. Our new product is therefore an important step towards fully integrated, end-to-end work processes.”

More digitalisation instead of manual data entry

With “ADTECH Orders”, the ad server is now also involved in the initial sale of advertising space. The integrated order management system and the ad server exchange information in real time about reservations, bookings and discounts. “This direct forwarding of data without any system breaks or manual intervention is the kind of efficiency that is expected from the digital sector”, summarises Dirk Freytag, CEO of ADTECH. “In the digital industry, we are still entering far too much information manually. Our new product is therefore an important step towards fully integrated, end-to-end work processes.”

Video bookings will become much simpler

ADTECH’s solution for the strongly growing video market pushes consistently simple handling of video advertising, such as is usual in the display area. “Video has become a mass market, which needs professional ad serving solutions such as our ADTECH Video technology. Rising campaign figures mean efficiency is crucial. We define efficiency as ease of use, open interfaces and the integration of display and video campaigns”, explains Freytag. In this way, the ADTECH ad server brings together a campaign’s display and video impressions within a single reporting system.

Mobile targeting and iPads

ADTECH is also introducing some extended features in mobile targeting. “ADTECH Mobile” offers differentiated targeting options for carriers/network operators, manufacturers and device types, in order to specifically address the target groups of Vodafone customers, Nokia buyers or iPad users.

In addition to iPad targeting, which has been available since June 2010, ADTECH will be highlighting an iPad Application. This serves to monitor important ad serving key figures, such as campaign delivery performance and the sales development of tablet computers, in real time.

Ad servers are exciting

Dirk Freytag summarised by adding: “With these new product extensions, ADTECH is taking a major step forward in the ongoing development of our company. It will see us change from a simple ad serving company to a comprehensive solutions provider for digital advertisements. Our new products are aimed at increasing efficiency across the whole ad serving workflow as well as neighbouring processes and business areas.”

ADTECH will introduce its new products in Europe at the ad:tech Show in London (stand 236).

More Information

Johan Liljelund
CEO, Backbone Consulting AB
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