RealTime IT News

Advertising.com Leaps Into Ad Serving Biz

Ad firm Advertising.com Inc. on Monday followed the lead of firms like DoubleClick Inc. and 24/7 Media Inc., offering its ad serving technology as a stand-alone product.

The first step in the move, which the company hopes will help diversify its revenue streams, was to license its solution -- known as AdServe -- to direct marketing firm HotSocket.

HotSocket will use the technology to serve its stable of clients, which are expected to two to three billion ads per month. HotSocket clients include Chase, Time Inc. and Earthlink.

"Advertising.com has enjoyed exceptional growth over the past year because of the superiority of our AdServe and AdLearn technologies," said Scott Ferber chief executive officer and co-founder of Advertising.com.

"Now third parties can utilize our technology to greatly improve the performance of their online marketing campaigns."

The AdServe system, which will serve the ads, will be linked to HotSocket's own optimization software.