Network Ten Appoints 24/7 Real Media For Multi Year Ad Serving Contract
Network Ten Appoints 24/7 Real Media For Multi Year Ad Serving Contract
January 29, 2007
Network Ten has appointed Australia’s leading independent digital marketing company 24/7 Real Media to provide ad serving technology for Ten’s new digital network.
In February, Network Ten will launch an exciting new online entertainment offering to the Australian public, www.ten.com.au, which will provide an innovative and comprehensive way for its audience to interact with Ten’s programs.
The new site, and those for associated Network Ten shows such as The Biggest Loser, Big Brother and Australian Idol, will all use 24/7 Real Media’s award winning ad serving technology, called Open AdStream® 6.0 (OAS 6.0)
24/7 Real Media was appointed following a competitive pitch.
"24/7 Real Media offered us the best ad serving solution in the market which also allows us to tap into their global expertise in this area. Open AdStream® 6.0 will allow us to utilise behavioural targeting with our advertisers to create effective digital campaigns with Ten’s unique audience," Network Ten General Manager, Digital Media, Damian Smith said.
Mr Smith added that while TEN would build profiles of user behaviour, the Network would not be collecting personal data but would use behavioural data to shape marketing environments for users and advertisers.
All relevant privacy and other regulations continue to be strictly adhered to across TEN’s websites.
24/7 Real Media Managing Director Robbie Hills said the company was a global market leader with many years of experience in ad serving and the emerging trend of behavioural targeting.
"Our technology allows Network Ten to build a pool of demographics with defined user behaviour," Hills said. "The network can then more effectively target those users with particular ads and executions. Open AdStream® 6.0 also makes it possible for publishers to integrate ad serving, analytics and targeting on one platform, something no other ad serving company can offer.
"It is a very exciting time to be working with Network Ten as it prepares to launch what is a very innovative digital network."
As part of the multi-year contract, Ten will license the software from 24/7 Real Media, which will manage the software and applications as a service, fully hosted on its state-ofthe- art data centre.
