24/7 real media launches b2b ad network

Digital marketing company 24/7 Real Media is acquiring into the ad web game with a business-to-business offering of its own. The web, BBN, launches with four publication partners: Cygnus Business Media, Nielsen Business Media, Reed concern Information, and The McGraw-Hill Companies.

The web, announced yesterday, starts off with entree to more 200 business-to-business (B2B) Web place, including CPA engineering Advisor, as well as about 10 million unique monthly users.

Ari Bluman, SVP of North American sales and operations for 24/7, a unit of The WPP Group, said BBN would fill an underserved niche among ad networks, despite the growth number now available to advertisers.

"There are now more than 200 ad networks in the U.S. Alone, so agencies and advertisers can easy get lost among the different types," he said. "Our focus is to combine the most advanced targeting with the highest quality publishers. What we bring to the table is a quality audience, scoop niche content, plus reach, which means efficiency."

BBN will use 24/7's Open Adstream ad-serving engineering to mark and deliver ads. The web will invite other publishers to join later this year, the company said in a release.

"Instead of just purchasing specific niche publications, advertisers will now be able to do it across four behemoths of the B-to-B space," said Bluman. "This will dominate B-to-B from a web perspective.

U.K.-based WPP agreed to buy 24/7 11 calendar month ago for $649 1000000. At the time, AdStream was said to be the retention company's primary election reason for devising the offer.

Derek Reisfield, former CBS executive director and MarketWatch co-founder, will serve as BBN's president.