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.