Short Takes: 24/7 Real Media Dives into RTB

By Carla Rover • November 17, 2011 •

WPP’s 24/7 Real Media today is adding real-time bidding capability to its over decade-old ad-management platform, Open AdStream. It will allows the publisher to segment inventory based on audience and context, according to the company, and help publishers offer premium inventory while utilizing publisher-set price floors.

“24/7 Real Media hopes to help publishers gain control of the sales process and their inventory within the automated buying space,” said Nicolle Pangis, evp of product management global media and technology at 24/7 Real Media. “We are providing publishers with a way to enable 100 percent of their inventory for bidding within a safe, controlled environment with the controls necessary to maximize yield and value.”

The platform can work with multiple vendors, and, according to Pangis, allows publishers to make inventory available according to price tier, advertiser, category or targeting filter.

More in Media

Media

The Rundown: Google has drawn its AI payment lines — and publishers’ leverage is narrow

January 15, 2026

For publishers trying to navigate AI licensing, the message was blunt: Google is willing to pay for access, but not for training – and it remains unwilling to define AI Overviews as a compensable use of journalism.

Member Exclusive

Media Briefing: Google’s latest core update a reminder that pageviews can’t remain the primary metric

January 15, 2026

Google’s latest core update signals pageviews can no longer be the primary metric, favoring intent-solving publishers over scale.

Media

After an oversaturation of AI-generated content, creators’ authenticity and ‘messiness’ are in high demand

January 14, 2026

Content creators and brand marketing specialists on how 2026 will be the year creator authenticity becomes even more crucial in the face of rampant AI-generated “slop” flooding social media platforms.