IAB teams with 24/7 Real Media for online campaign

by Staff,, Brand Republic 11-Feb-05, 08:00

LONDON – The IAB has chosen 24/7 Real Media to better target and measure the success of its current online advertising campaign, through improved data collection and analysis.

Using 24/7's AdSystem, the IAB will be able to generate more detailed reports and target campaigns based on user interaction and behaviour patterns captured by the software, including requests for information and registration.

This will provide more accurate information upon which to base future decision-making and will give the IAB a better understanding of its audience as it looks to promote the effectiveness of the online advertising medium.

Lizzie Palmer, strategic marketing adviser at the IAB, said: "We needed a flexible and easy-to-use solution, which would give us the scope to not only serve and monitor campaigns but make creative and delivery adjustments in real time as we re-target and update content."

As part of the agreement, 24/7 Real Media is also providing full-service ad management for the IAB campaign, including traffic services and optimisation.

Murly Tiwari, director of publisher sales at 24/7 Real Media, added: "With greater audience visibility and the ability to collect and interpret data, the IAB can now ensure it is providing its audience with relevant and targeted information."

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