ADTECH Lite, a free ad management platform for publishers

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ADTECH recently debuted a trimmed-down version of its premium ad management platform. The new version is designed to help small and midsize publishers monetize their online advertising. The ad management platform, called ADTECH Lite, is a free service offered to publishers and advertisers serving 50 million monthly impressions or fewer. It was introduced at ad:tech 2011 in San Francisco earlier this month. Using ADTECH Lite, publishers or advertisers can launch display, video or mobile campaigns, including keyword and geo-targeting efforts. The platform also enables targeting based on browser type, operating system, connection type or IP address. “We're looking to give start-up companies some extra help as they launch their own websites and, just at the moment, are growing their traffic and want to have a media system that works and can grow with them,” said Lou Severine, VP-sales, Americas, for ADTECH. “This creates a more efficient work flow and relieves some of the growing pains small businesses face.” Publishers using the ADTECH Lite platform are given a blank slate online to create the work flow system for placing and tracking their ads. The process involves creating a website, page and placement; the placement is the ad unit where the banner is booked. For each website, publishers can create 10 pages with various categories and subcategories for reporting purposes. Users can also tailor or create naming conventions for each placement to provide for more integrated metrics. “Campaigns can be created in as little as two minutes and [go] live in less than a minute,” Severine said. Various pricing models are included in the technology, such as CPM, CPC and flat-fee delivery. Additional pricing models, including, eCPM and CPA (cost per action), are available with ADTECH IQ, the full service, premium version of ADTECH Lite. With ADTECH Lite, publishers are able to create up to 10 ad placements at a time, either all at once or individually, meaning they can add or change placements at any time without having to redo any content. Publishers also select the position of the ad, type of placement, size and tag type. There are three standard tag types: Iframe, Image and JavaScript. Additional features for the ad placements include serving companion ads to give readers a more detailed look at the content and the option to create customized packages, or “sales trees,” based on the users' inventory and site structure. Ad inventory that publishers cannot sell on their own websites will be repurposed and monetized on AOL's, Severine said. He added that ADTECH is hoping that using ADTECH Lite will incentivize small and midsize publishers to convert into paid customers.
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