By: E&P Staff Atex, Reading, England, announced its Digital News and Advertising (DNA) platform for global media companies. Drawing on its advertising, content-management and circulation solutions' common database architectures, along with Web services and open interface standards, DNA creates a "unified portal framework supporting all print, online, video and mobile media channels," according to Atex.
The platform is designed to be a flexible, extensible and modular environment for linking news, information and ad content across multiple media types and digital delivery methods. Atex DNA also enables media companies to make content more valuable by providing tools for community access, interaction, collaboration, advanced search, and e-commerce.
"Our commitment to open standards and Service Oriented Architecture gives Atex a huge advantage," Atex CEO John Hawkins said in a statement, adding that it "allows customers to leverage existing systems and new technologies when deploying the Atex DNA platform.
Besides integration components, Atex DNA includes new software products, which can be implemented locally or run under a managed software-as a-service model. These products include the Atex Advertising Marketplace ad portal where cross-media ads can be booked and billed, content can be browsed, products and services can be bought or bartered, and visitors can become part of an interactive online community of sellers and shoppers. Advertisers can manage their own inventories of classified and display ad content, and secure login support is provided for returning customers, contract accounts, commercial advertisers and ad agencies. Atex said the Marketplace will expand to include TV and radio ad buys, which can be booked and managed as part of a complete media package.
Other DNA products build on the Atex content-management systems, with a focus on solutions that support digital publishing channels, enhanced interaction with newsrooms, integrated content aggregation and multi-purposing. The products include Atex Anthology, a new digital asset management application; the media-neutral Atex Media Desktop, dashboard for content creation, assignments and workflow management; and a contextual search engine designed to deliver highly relevant search results across a range of Atex and non-Atex sources.
"With Atex providing the DNA roadmap and building blocks, media companies are not forced into a narrow single-point solution, nor are they faced with being their own systems integrators," Atex Chief Integration Officer Peter Marsh said in a statement announcing DNA.
Operating on a common Oracle or Microsoft SQL Server database as a secure media portal repository, the DNA platform can be configured to run either as an in-house solution or as a hosted system under the Atex Managed Services model.
Atex said DNA is designed to benefit media companies by creating new revenue sources, forming digital communities, engaging younger audiences, building a more effective online advertising business, multi-purposing news and advertising content, re-establishing local leadership positions, fighting online competition, and reducing total cost of technology ownership.
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