Real-time personalization solutions provider Net Perceptions Inc. signed a
partnership agreement with ad network and solutions company Real Media that
combines Real Media’s OAS ad serving technology
and Net Perceptions’ ad targeting solution.
Playboy, the Los Angeles Times and Bloomberg.com are among the first clients
to benefit from the integration of the two technologies.
“Net Perception’s understanding of the personalization marketplace combined
with Real Media’s leading ad management solution, offers Web publishers the
ideal vehicle for ad targeting capabilities,” said Gil Beyda, Real Media’s
CTO.
Net Perceptions for Ad Targeting optimizes advertising campaigns by
analyzing user and site-wide click behavioral patterns. Net Perceptions can
then provide Real Media’s Open AdStream (OAS) ad server with a “user
relevancy score”, which is an indication of a user’s probability of clicking
based on past behavior and ad impression environmental variables.
Ad placements can then be optimized based on an analysis of past individual
user behavior, time of day, page, recency/frequency, user navigational
patterns, user keyword searches and general user categorization strategies.
Open AdStream creates a list of ads (based on Open AdStream business rules
logic) and hands the ads to Net Perceptions for selection. Net Perceptions
then selects the most appropriate ad for the user. Financial arrangements
between the two companies were not disclosed.
“Net Perceptions is focused on helping Real Media customers improve their
business results,” said Steve Larsen, vice president of marketing and
business development for Net Perceptions. “Our ad targeting technology
augments Real Media’s capabilities with real-time learning and optimization.
The combined solution will improve clickthrough rates for publishers and
advertisers.”
