Backbone4Media is Launched in the US Through ADTECH Order

2010-11-02: ADTECH, AOL Advertising's global ad serving platform, announced today two new additions to its suite of ad serving offerings, ADTECH Order and ADTECH Mobile. With the U.S. launch of these new solutions, ADTECH is furthering its position as a beginning-to-end digital ad serving platform -- helping publishers, ad networks, agencies and advertisers execute effective, digital advertising campaigns that generate optimal return on investment.

"With these new product extensions, ADTECH is taking a major step forward in the ongoing development of our company as a full service digital ad serving provider and partner for our clients," said Dirk Freytag, president of ADTECH and head of AOL Advertising Technologies. "We are rapidly changing from a simple ad serving company to a comprehensive solutions provider for digital advertisements. Like other ADTECH technology, our new products are designed to increase workflow efficiency and ensure digital ad campaigns have the greatest impact."

ADTECH Order provides the opportunity to manage inventory, book campaigns and export billing in one transparent and improved workflow. With ADTECH Order, ADTECH is involved in digital ad campaigns from the start, streamlining the online media sales workflow, minimizing mistakes and saving valuable time with a paperless, digital management system.

"This direct forwarding of data without any system breaks or manual intervention is the kind of efficiency that is expected from the digital sector," said Freytag. "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."

Continuing its history of providing tools and services to support high-impact digital ad campaigns that reach target audiences, ADTECH has also launched ADTECH Mobile to help advertisers adapt to the new marketing landscape in which consumers are increasingly on-the-go and, often, most accessible through their mobile devices. ADTECH Mobile simplifies ad booking, and streamlines mobile and display campaigns into one integrated application. In just a few clicks, advertisers can target ads according to network operator, device type, and device manufacturer. This feature not only ensures that ads on the mobile Internet are the correct shape, size and format, ADTECH Mobile also makes it possible to directly target users of a particular network operator such as iPhone and iPad owners, and major telecom buyers.

ADTECH Mobile's highly advanced, flexible targeting options also include "geo--targeting," which makes it possible to change target lists at any time to meet new requirements. If foreign markets are added to a campaign, for example, the network operators included in the targeting process can be expanded to include service providers in the new region at any time. Additionally, real-time reporting enables advertisers to monitor and track delivery to the end devices, ensuring the message is reaching the right audience.

"A critical component to any successful ad campaign is making sure your message gets to the intended audience," said Freytag. "In the congested mobile ad arena, this task can be difficult, resulting in wasted dollars and effort. ADTECH Mobile is a valuable tool for advertisers, making it simple and easy to execute mobile ad campaigns that provide that highest return on investment."

More Information

Johan Liljelund
CEO, Backbone Consulting AB
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Switchboard: +46 8 518 01 400
Mobile: +46 70 844 26 08