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WPP’s 24/7 Media and Microsoft announce ad partnership

24/7 Media24/7 Media, WPP’s marketing technology company, and Microsoft Advertising have announced an extensive online advertising partnership which promises clients of both companies enhanced scale, optimisation and automation. The global online ad market is estimated to exceed $98 billion in 2012 (GroupM April 2012). “This is an exciting day for 24/7 Media, WPP and our clients globally,” said David J. Moore, Chairman and CEO of 24/7 Media. “In partnering with Microsoft, one of our largest and most strategic clients, we are creating a very powerful suite of capabilities that rivals any other offering available today in digital marketing.”   Rik van der Kooi, Corporate Vice President of Microsoft Advertising said: “Marketers are telling us they need to get their hands on premium quality inventory at-scale by reducing friction, which is what this deal will do.  And unlocking new demand for publishers’ inventory through our exchange will similarly create new value in the market.” The four main components of the agreement:
  • 24/7 Media’s publisher clients using their ad serving technology, 24/7 Open AdStream, will benefit from Microsoft becoming the exclusive third-party ad exchange, providing clients with seamless access to the Microsoft Advertising Exchange. 
  • The Microsoft Media Network will become the only non-WPP company to have programmatic access to Real Media Group’s premium inventory.  Marketers and Agencies will be able to purchase quality ad inventory combined with Microsoft’s data and ad offerings, and publishers will benefit from the addition of Microsoft’s high-quality advertiser base. Real Media Group additionally can use the Microsoft Ad Exchange to provide exchange services to their 24/7 Access publishers.
  • 24/7 Media’s new technology, 24/7 Connect, will include the full catalogue of Microsoft’s ad offerings. WPP agencies and clients will benefit from Microsoft Advertising offerings, providing them with a multi-faceted set of solutions for their advertising needs, and additionally this will increase monetisation of Microsoft’s publisher partner inventory.
  • The existing relationship around Microsoft’s Atlas ad server will be expanded. 24/7 Media and Microsoft will work together toward a zero discrepancy solution between Atlas and 24/7 Open AdStream.
24/7 Media is an Associate AOP Member.

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