Engage’s Technology Division Goes Cross-Platform

In an effort to jump ahead of the curve as ad serving across multiple
platforms becomes a must-have technology, Engage Enabling Technologies, a
division of CMGI‘s Engage Inc., on Monday
launched a new version of its stand-alone ad serving software, Engage
AdManager 5.0.

The technology allows users to target and serve ads to wireless devices,
streaming media applications, enhanced television, and “persistent desktop
objects” like bars that reside on a user’s computer screen. The ad serving
software will also allow companies to deliver campaigns to kiosks, gas
pumps and ATM machines.

The company says the move is driven by customer demand, especially in the
streaming media, wireless, and “persistent desktop object” arenas.

“The momentum is building,” said Kimo Kong, general manager of Engage
Enabling Technologies. “We see the opportunities rapidly growing.”

Engage has been working with its client CNET
Networks Inc., and ad agency Lot21,
to develop creative and deploy campaigns on this new platform.

Although it’s widely acknowledged that standards for “impressions” and
“click-through” will have to be developed for these emerging media, Engage
Enabling Technologies said its technology builds on the current Internet
standards. An “impression” is recorded when a device calls for an ad, and
“click-through” is measured by a user’s interaction with that ad.

“It’s just another file to us,” said Kong, adding that the company is
working with clients and industry groups to keep its technology up with
standards as they develop. “We’re letting the market drive the requirements
for the technology.”

Companies like AdForce and 24/7 Media have been
working to develop ad serving technology for wireless and other platforms,
but the Engage division is the first to offer such software that its
customers can use in-house.