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BizReport : Advertising archives : August 06, 2007

Atlas to serve ads for IAC properties

Aquantive's Atlas ad platform will begin serving up ads for several of Interactive Corp's websites. IAC properties, Citysearch and Evite are some that will be served with the program.

by Kristina Knight

Karl Siebrecht, Atlas President said, “Unlike other ad serving platforms, Atlas AdManager brings enhanced flexibility, inventory forecasting and simplified third party integration to the table which will enable IAC to capitalize on the benefits from improved efficiency and better organization of inventory.”

The Atlas platform offers advertisers new tools to target ads and reach consumers. Marketers can target audience segments and offers marketers the ability to easier implement Web 2.0 features into their campaigns. In-stream video, mobile and even international markets are available.

The move will likely shore up IAC's revenue models in the coming quarter. In Q2, IAC reported an increase in revenue but noted that some revenue lines were softer because of the market in general. Specifically in the ticketing sector, IAC did not see the kind of revenue that they wanted to see. With new ad targeting possibilities that will likely change and begin to improve.

For the quarter IAC saw a 60% increase in revenue and a large traffic increase to several properties. The increase in revenue was led by IAC ecommerce websites.

Tags: IAC, online advertising

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