Accipiter builds ad management business

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After several months with only a few announced partners, ad management company Accipiter is finally making good on its promise. Digital City and ZD Net have agreed to make Accipiter their primary ad serving partner, Accipiter said on Monday. Last month, CNET tapped Accipiter after working with competitor NetGravity and with an in-house solution. Until recently, the only known Accipiter clients were gaming site Happy Puppy, AudioNet and Tripod.

Accipiter's system allows for discrete inventory management based on changing ad delivery rates and site visitor patterns. Accipiter also said its software will now allow sites to serve ads that fit the CASIE/IAB banner guidelines.

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