Atex Partners with Bloom Digital Platforms

By: E&P Staff Atex, Burlington, Mass., and Montreal-based Bloom Digital Platforms entered an exclusive partnership to offer Bloom's AdGear ad serving, targeting and online inventory management technology as part of the Atex Digital product suite.

The AdGear platform provides publishers with new ways to engage consumers through online and mobile advertising channels. Integrated with the Atex Advertising and Web Content Management system, AdGear enables Atex to deliver an end-to-end platform for digital ad booking, serving, targeting, analytics and billing. The solution eliminates manual double entry of information, thereby reducing errors and production expenses. AdGear also minimizes unsold inventory, allowing more ads to be sold and enabling better audience segmentation.

"Current ad serving technologies do not provide enough flexibility. Ad formats are too rigid. Contextual advertising is limited. And, it is difficult to connect user data and personalization between the ad server and the Web CMS. With AdGear enables Atex customers to "generate greater ad revenues per page through hyper-contextual advertising that is highly relevant, personalized and linked to local, trusted editorial content," Atex Head of Global Product Management and Marketing Peter Marsh said in a statement.

The Atex Web CMS shares metadata with AdGear for better yield management and optimization, improving unsold inventory redistribution. Atex said it also facilitates the companies' future initiatives for real-time bidding to sell, acquire and exchange inventory.

AdGear supports all new formats for online, mobile and e-reader channels, including Apple's new iAds mobile platform. Publishers also can reduce reliance on ads from ad networks that typically generate lower CPM rates and often degrade a media company's brand. The Atex-AdGear platform aims to give media companies control over the entire print and digital advertising workflow - from order entry to delivery, billing and receivables, analytics and real-time performance measuring.