Internet Profiles Corp. (I/PRO) launched
Nielsen I/PRO Dispatch, calling it “the first online stewardship system
designed specifically for advertising agencies.”
By automating key elements of the online media buying and tracking process,
Dispatch will help agencies save as much as 30% of campaign costs, savings
which can be converted into increased purchasing of online media, the Redwood
City, CA-based company said. The new product would appear to be a competitor
to AdKnowledge’s MarketMatch Pro.
“Dispatch breaks down the barriers that have prevented online advertisers
from increasing their media budgets,” said Bradley Rode, I/PRO’s president
and CEO. “The lack of standards between agencies and sites has made
managing online campaigns a cumbersome and costly process. By addressing
these issues,
Dispatch will help agencies run better, faster and more efficient interactive
ad campaigns.”
Dispatch creates an efficient communication alternative for executing the
media buy, offering both a manual and automated method. The automated method
bypasses all the manual work significantly reducing both time and cost
associated with laborious ad trafficking tasks.
In addition to automating key agency processes, Dispatch also provides
agencies a common place to deposit information about their online campaigns,
I/PRO said. This allows media departments to assess long-term and
category-specific trends. Agencies can now conduct due diligence on new
campaigns and data may even be compared across clients and agency offices.
“I/PRO recognized the need to provide agencies an efficient, accurate method
of automated online media buying, and worked with the top online agencies to
develop an open system,” said Tig Tillinghast, I/PRO’s director of marketing
for agency services. “It works with all agency processes, as well as with all
sites, ad servers, ad networks and advertising information collection
systems.”
Online advertising agencies, including Western International Media, Ammirati
Puris Lintas, and Thunder House are using Dispatch during the limited launch
period. General availability of the product is scheduled for the second
quarter.
Industry supporters include Accipiter and Solbright.
Said Chris Evans, CEO of Accipiter: “By integrating Accipiter
AdManager with Nielsen I/PRO Dispatch, we adopt a reporting standard that
will benefit publishers, agencies and advertisers.”
“We’re excited to be partnering with I/PRO to provide seamless integration
with Solbright’s AdSuite,” said Key Compton, founder of Solbright. “I/PRO’s Dispatch allows
agencies to improve efficiency and communication while Solbright’s AdSuite
enables publishers to control costs and improve customer service.”
“I/PRO is the right company to provide this service to ad agencies. As the
largest auditing and measurement service for the Web, we have been a pioneer
in converting masses of raw data into valuable information for sites,” said
Rode. “Our relationships with both the buyers and sellers of online media
gave us the unique perspective to address issues that span the whole
value-chain of Web advertising.”
I/PRO will demonstrate Dispatch at 3 p.m., Monday, Feb. 2 at the Web
Advertising ’98 conference in New York City at the Marriott World Trade
Center.
