24/7 Media, part of WPP Group, today announced its 24/7 Connect, a platform for publishers and advertisers launched with the aim of creating a one-stop-shop for sell-side and buy-side ad service.
“We are bringing together the buy-side and sell-side, across all platforms, including mobile and TV, with singular focus on premium advertisers and buyers,” said Nicolle Pangis, 24/7 Media’s vp of product management. Pangis said that the company’s goal is to offer a service that goes one step beyond ad verification, by vetting not only the publishers and their inventory, but the buyers as well.
“It’s not talked about a lot, but problems like this happen frequently, that an advertiser turns out not to be who they say they are. Publishers want to be comfortable with who is buying their inventory as well.”
Open AdStream is integrated with Ominiture’s analytics product and allows clients access to Omniture’s other product lines. “The ad tech industry needs to move towards simplification and we are trying to make this process easier,” said Pangis.
More in Media
Amazon expands media footprint with iHeart sales deal and new TV outcome tool
Amazon is deepening its role in streaming advertising with an expanded iHeartMedia sales deal and outcome-based TV buying technology.
Media Briefing: Inside publishers’ real Cannes agenda – AI money vs agentic hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.