“The Deal Represents U.S. Introduction of Leading European Ad Serving Technology.”
New York -- Struggling to tap the growing ad revenue, AOL today said that Gannett Co., Inc. has chosen ADTECH as its online digital advertising partner. ADTECH is part of Platform-A, http://www.platform-a.com, AOL’s digital advertising business.
The company said that by signing a deal with Gannett, one of the country’s leading online media companies, which controls’ 23 television stations and 85 newspapers in the U.S. including USA Today, ADTECH will “significantly” expand its presence in the U.S. market. ADTECH has been an established ad serving leader in Europe for the past ten years.
ADTECH and Gannett have concluded the migration of considerably all of Gannett’s digital properties to ADTECH’s Helios IQ ad serving solution. The rollout ultimately will encompass all of Gannett’s local newspaper Web sites, digital properties for all of Gannett’s 19 local broadcast markets, USATODAY.com -- one of the most popular national news sites on the Web -- and many targeted media properties, such as Gannett’s network of moms sites.
No specific date has been provided. But it is a gigantic deal for AOL, in view of the reach of USA Today as well as the opportunities for local ad targeting. According to Nielsen, Gannett’s Web properties have 25 million unique visitors per month.
“This pact is a significant milestone for ADTECH in terms of establishing our technology in the United States,” said Dirk Freytag, CEO of ADTECH. “We have been working extremely hard over the past year to solidify our infrastructure in order to fully support U.S. customers. The opportunity to demonstrate our capabilities with a top media company like Gannett makes all that work worthwhile.”
Also, since late 2007, ADTECH, has built data centers in Virginia and California to serve U.S. customers.
“We have chosen ADTECH because their top grade technology will allow us to seamlessly execute and deliver for advertisers at both a local and national level,” Chris Saridakis, Gannett’s chief digital officer, said in a release from the two companies. “Utilizing the ADTECH platform, advertisers of all sizes will be able to easily reach our affluent, active online audience, whether it is through broad national campaigns, audience segmentation, or locally targeted campaigns.”
“Our aim is to offer Web publishers with the most excellent tools and technologies to manage and monetize their advertising inventory, and we are thrilled that Gannett has selected ADTECH as its ad serving partner in the United States,” said Lynda Clarizio, President of Platform-A.
Platform-A also includes TACODA’s audience insights and behavioral targeting besides Quigo, a site- and content-targeting solution. ADTECH, an international digital ad serving business, Third Screen Media, a mobile ad serving network and buy.at, an affiliate marketing solution also form part of Platform-A.
“Our alliance with Gannett is an evidence to ADTECH’s tireless efforts to establish itself as a digital ad serving leader in the United States, and a reflection of Platform-A’s commitment to be the solution of choice for publishers looking to maximize online ad revenues,” said Clarizio.
Gannett reaches more than 25 million monthly unique visitors, as measured by Nielsen//NetRatings. Helios IQ will deliver more than five billion monthly ad impressions monthly across Gannett’s online network.
“Gannett can now facilitate national and local advertisers to connect with any audience segment they could ever hope to reach.”