24/7 Media, and Microsoft Advertising announced an agreement that will help strengthen the ad technology offerings of both companies, improving digital ROI for brands and publishers.
The global online ad market is estimated to exceed $98 billion in 2012.*
For advertisers specifically, this agreement, which combines premium publishing inventory from both Microsoft and Real Media Group, helps them reach consumers with less friction and at unprecedented scale.
For publishers, the partnership gives 24/7 Open AdStream's clients access to the Microsoft Advertising Exchange, which is designed specifically for the needs of premium publishers.
In addition, Microsoft, 24/7 Media, and WPP are also expanding their existing relationship around Microsoft's Atlas ad server. "WPP will utilize Atlas as a preferred buy-side ad server and promote Atlas to its clients. WPP will also become a part of the Atlas Technology Partner Alliance for DSP program.
"24/7 Media will join the Atlas Tchnology Partner Alliance, supporting the integration between 24/7 Trader, 24/7 Media's demand side platform used by WPP, and Microsoft's Atlas ad server," Microsoft said.
24/7 Connect, a powerful new tool that WPP agencies and clients around the world are using to simplify and automate their media planning, will include the full catalog of Microsoft's ad offerings. In addition, WPP agencies and clients will be able to programmatically create media plans that include Microsoft Advertising offerings.
Microsoft Media Network will become the only non-WPP demand source granted programmatic access to Real Media Group's premium inventory. Marketers and agencies will benefit from having this quality advertising inventory from premium publishers available for purchase in conjunction with Microsoft's data and ad offerings.
"Real Media Group may also use the Microsoft Advertising Exchange to provide exchange services to publishers who are part of the 24/7 Access audience activation channel, which has the fifth largest reach in the US and select other markets," Microsoft said.