By: Ann M. Mack
Company Will Sell Advertising, Sponsorships
(Adweek IQ) New York-based Real Media, an Internet ad technology and services firm, has invested in e-Healthcare Solutions, a network of health-related content sites. Under the agreement, Real Media will sell advertising and sponsorships, as well as provide ad-serving technology for sites within e-Healthcare’s Digital Healthcare Network. Among the sites are Sickbay.com, HealthCenter.com, MDchoice.com and DepressionClinic.com. Financial terms were not disclosed.
Englewood, N.J.-based e-Healthcare plans to use Open AdStream, Real Media’s ad management software, coupled with its own opt-in profiling system, to maximize ad placement across its sites. “We can segment the marketplace and target [ads] to a specific audience,” said R.J. Lewis, president and CEO of e-Healthcare Solutions. In doing so, e-Healthcare hopes to present the healthcare industry – one that rarely benefits from mass advertising – with a viable alternative to TV and print placement. For pharmaceutical companies, such as advertisers SmithKline Beecham and Pharmacia, which sell remedies to some ailments that affect only small populations, mass marketing isn’t economical, explained Lewis. “Our technology delivers appropriate advertising to relevant people within a relevant context,” said Chris Neimeth, president and CEO of Real Media.
More importantly, Lewis said, e-Healthcare joined with Real Media to secure the privacy of its user base. Real Media’s ad management technology resides on the Web publisher’s server, in this case e-Healthcare’s, so the content provider retains ownership and control over their data and campaigns. “In the healthcare industry, ensuring the integrity and privacy of personal information is paramount,” said Lewis. E-Healthcare collects profile information by asking visitors to their Web sites to answer one-question surveys.
The deal adds to Real Media’s portfolio of more than 1,400 sites, which includes Bloomberg.com, Salon.com, The New York Times on the Web and Investors.com.
Copyright 2000, Editor & Publisher.