RealTime IT News

Real Media, Cyber Dialogue Launch Audience Management System

Real Media, Cyber Dialogue Launch Audience Management System Ad network and serving company Real Media said it is working with customer relationship management firm Cyber Dialogue to implement an Audience Management System for the sale of targeted advertising.

The Real Media Audience Management System will integrate the company's ad server software, Open Adstream, with Cyber Dialogue's proprietary Internet Customer Acquisition Retention and Up-sell System (ICARUS), a database marketing software platform that enables site advertisers to understand and respond to the needs of individual customers and measure the results.

The turn-key program will allow site publishers to sell advertising based on the user profiles generated by the system and to track behavior as it relates to banner clickthrough data.

Publishers will be able to analyze their site traffic and compare their users demographics to the Internet population as a whole, as derived from Cyber Dialogue's American Internet User Survey (AIUS).

"The system was developed in response to advertisers -- who want more detailed, targeted and defined user data, without sacrificing user privacy -- and site publishers -- concerned about misappropriation of their user data," said Real Media president Dave Morgan.