RealTime IT News

Evangelist-backed China Portal Chooses NetGravity AdServer

Zhaodaola Internet (Beijing) Limited, the China portal that is financially backed by American evangelist and former presidential candidate Pat Robertson, is now offering NetGravity's AdServer Network application to its advertisers and clients.

"We're excited about being the portal that introduces new Internet technology to China," said Ruby Yu, Zhaodaola's general manager.

"By investing in advanced technology and using it to benefit our clients and users, not only do we act as a market leader, we also help them tap into all the incredible potential of the Internet," added Yu.

Zhaodaola was launched in February this year but was promoted by Robertson in the fall of last year during a visit to China.

So far, Netgravity's AdServer has not caught on in Asia because of its price tag and the nascent nature of the Internet ad market in the region, according to one industry observer. Typically, Netgravity has only been able to close deals with big clients such as the leading telecoms or ISPs in each market.

"NetGravity has totally missed the mark in Asia, they really should have been giving all their support to the smaller ICPs and ad networks, and building the entire market from the ground up," said one Netgravity customer who is considering changing to another vendor.

However, as the market develops, more and more Asian content providers like Zhaodaola, who have the necessary financial backing, may be able to afford such ad management technologies.

"NetGravity is not only enterprise level mission critical software, it's also in the middle of the revenue stream," said Jason Martin, director of technology at NetGravity Asia Pacific. "As such, it needs to dynamically serve the right ad at the right time to the right person every second of the day."

"This kind of operational uptime and the rich functionality that's provided comes at a price," continued Martin. "But given that many companies build their businesses around NetGravity's technology, this price is relatively small."

Martin indicated that Zhaodaola was dynamic and farsighted enough to realize the functionality of Adserver in generating revenue.

"NetGravity does recognize that there are some potential customers that for various reason cannot commit to owning and operating enterprise level software of this nature," said Martin. "These include small and medium sized sites as well as companies like advertising agencies that don't have a technology focus."

The company has just rolled out a service called AdCenter in the Asia Pacific which, according to Martin, allows customers to use NetGravity's functionality in a service offering.

"In addition to the benefit of a pay-as-you-use-it pricing model, the client can at anytime in the future migrate to a software solution," said Martin.