TN Technologies, Modem Media Launch Agency-Based Ad Management

TN Technologies Inc. in Westport, CT rolled out TNToaster, an agency-based system for management and measurement of Web advertising.

Currently available to clients of Modem Media, TNToaster allows interactive
ad and banner campaigns to be directly served from the agency to media
properties, the company said.

The system allows campaign reach, frequency, and content to be measured and
controlled across multiple delivery sites, including proxy servers, and
permits clients to collect and analyze viewer information based on TRUSTe guidelines that protect consumer

TNToaster also allows clients to personalize content for visitors in real
time, allowing message delivery to be targeted on an individual basis.

“For the first time, clients will gain complete control over impressions and
creative delivery to support their brand marketing objectives,” said G. M.
O’Connell, president and COO of TNT. “TNToaster will not only provide true
counts of impressions created via media and proxy servers, but actually allow
us to optimize the user’s experience by selecting the most appropriate banners
or Web site content to be shown.”

The system also offers clients the opportunity to target users based on their
customer status and value to the franchise. This information can then be used
to present specific ads, offers or promotions. For example, existing AT&T
long-distance customers can be served offers on other related AT&T services,
so those consumers won’t have to view promotional offers they’ve already taken
advantage of, O’Connell said.

“TNToaster will permit our clients to know exactly what their media dollar is
delivering, not just in terms of ad views and clicks, but in terms of what
happens after viewers click,” said John Nardone, vice president of media and
research services at Modem Media.

The TNToaster system software was developed by IMGIS Inc. of Cupertino, CA. TNToaster
utilizes IMGIS’ AdForce technology, an ad management service for sites
and networks.

“TN Technologies has established themselves as a clear leader in interactive
marketing. Our partnership with them is key as we expand AdForce to meet the
needs of agencies and their clients,” said Chuck Berger, chairman and CEO of

The beta version of TNToaster has already been successfully tested with
several clients, the companies said. Pricing was not disclosed.

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