Real Media, Cyber Dialogue Launch Audience Management System
Ad network and serving company Real Media said it is working with
customer relationship management firm Cyber Dialogue to implement an
Audience Management System for the sale of targeted advertising.
The Real Media Audience Management System will integrate the company’s ad
server software, Open Adstream, with Cyber Dialogue’s proprietary Internet
Customer Acquisition Retention and Up-sell System (ICARUS), a database
marketing software platform that enables site advertisers to understand and
respond to the needs of individual customers and measure the results.
The turn-key program will allow site publishers to sell advertising based on
the user profiles generated by the system and to track behavior as it relates
to banner clickthrough data.
Publishers will be able to analyze their site traffic and compare their users
demographics to the Internet population as a whole, as derived from Cyber
Dialogue’s American Internet User Survey (AIUS).
“The system was developed in response to advertisers — who want more
detailed, targeted and defined user data, without sacrificing user privacy —
and site publishers — concerned about misappropriation of their user data,”
said Real Media president Dave Morgan.