24/7 debuts new 24/7 Connect ad serving technology

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Ad network 24/7 Media, New York, relaunched 24/7 Connect, its long-awaited ad serving platform originally announced in November. The service integrates traditional ad serving capabilities with e-mail marketing service 24/7 Mail and sponsorship and local market components. Now that it can serve its own ads, 24/7 no longer has to rely on third-party ad servers such as CMGI's AdForce, which 24/7 previously used. 24/7 acquired ad serving company Sabela Media Jan. 10; to create 24/7 Connect, 24/7 is combining Sabela's technology with ad serving technology 24/7 had begun to develop in-house, said James Green, former CEO of Sabela. The ad server is available on two platforms: 24/7 Connect for Networks, which will initially serve the U.S. 24/7 Media network, and 24/7 Connect for Advertisers & Publishers (formerly Sabela for Advertiser & Publishers), the company's third-party ad serving solution. 24/7 will combine the two platforms into a single solution for Web publishers later this year. Sabela will be renamed 24/7 Media Technology Solutions and be headed by Mr. Green, who will oversee the continued deployment, sales and support of 24/7 Connect and the e.merge technology platform, which enables real-time integration of broadband video programming over a variety of Internet-enabled devices. 24/7's acquisition of Sabela to aid in its development of an ad serving technology further positions 24/7 as a rival, rather than an acquisition target, of CMGI or DoubleClick, Mr. Green added. The company is introducing clearer and more consumer-friendly privacy policies related to the new capabilities, a 24/7 spokeswoman said.

Copyright March 2000, Crain Communications Inc.

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