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24/7 Real Media Signs Agreement With Boston Herald Site

Staff Writer
Published: 2004-11-08

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24/7 Real Media announced that Herald Interactive, the Web sites for the Boston Herald and 4 suburban dailies and 89 weekly community newspapers, has signed an agreement to use 24/7 Real Media's Open AdStream Central as its exclusive ad serving solution.

The Herald Interactive network of sites offers its visitors news from "Downtown to their Town." They get news and features on the Web as well as the ability to search for a job, vehicle or home. The largest of the Web sites in the group, BostonHerald.com, reports that it has 1.5 million unique visitors each month and 7 million monthly page views.

Herald Interactive switched to 24/7 Real Media because it was attracted by Open AdStream's ability to produce robust, fast reporting. In addition, Herald Interactive will take advantage of the both the geo targeting and cookie modules to offer precise ad targeting.

Bill Gaffney, vice president of production and technology of Herald Interactive, said, "Open AdStream Central's advanced targeting and robust reporting features support the multiple and varied requirements of Herald Interactive. With one ad serving technology, we can easily and rapidly serve the most effective advertising campaigns across the entire network of 94 Web sites."

Robert Tas, 24/7 Real Media's senior vice president - Technology Solutions Group, said: "The Boston Herald and the community newspapers in Eastern Massachusetts represent a tremendous market for advertisers and we are pleased to help them provide these advertisers with the most efficient and effective ad serving technology."

Tas continued, "For example, Open AdStream's advanced features can serve ten ad placements on the homepage with only one call to the server. It can also easily segment, traffic and report on each of their 91 community newspapers."

Developed with some of the world's leading publishers, Open AdStream enables organizations to control individual ad deliveries, generate detailed reports and maximize ad placements across their entire Web sites. Among 24/7 Real Media's Open AdStream clients are Weather.com, YellowPages.com, Jupiter Media and Forbes.com.

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