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24/7 Media Selects Naviant to Design Database System

Ad network 24/7 Media selected Newtown Square, PA-based Naviant Technology Solutions to design and develop its next-generation ad targeting database system.

Naviant and 24/7 Media said they have already begun laying the foundation of a knowledge-based marketing system that will integrate 24/7 Media's online marketing services, targeted banner advertising, direct e-mail and e-commerce distribution, and online and off-line marketing tactics.

The idea, 24/7 said, is to provide marketers with the means to develop integrated campaigns, which may include, for example, regional online and radio advertising, backed by in-bound telemarketing and outbound e-mail follow-up. Spending on the project was not disclosed.

Naviant and 24/7 Media said the system will facilitate mass customization by centralizing management and delivery of online marketing messages to individual users through multiple online delivery channels including the Web and e-mail.

The system will include sophisticated data warehousing, as well as real-time data analysis and interpretation based on visitor profiles comprised of demographic and behavioral information.

The plan also includes enhancing Profilz, 24/7 Media's co-op database, preparing it to handle future growth. The functional elements will be tightly integrated, connecting to back-office functions, such as billing, product development, inventory management and data analysis.

"Naviant has demonstrated an understanding of how to effectively combine online and off-line data streams, along with the technical expertise to scale our infrastructure to handle the growth that's predicted for Internet advertising," said Ron Johnson, CIO of 24/7 Media.



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