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.

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