CCI Sourcing Selects DPS AdTracker to Manage Outsourced Production

By: E&P Staff India's CCI Sourcing Private Ltd. has chosen AdTracker from Database Publishing Systems, Rocky Hill, Conn., to synchronize and track advertising production work for its newspaper clients.

CCI Sourcing, which entered the U.S. market this summer, said the partnership can realize quick benefits for newspapers by outsourcing ad production in an easy and measured way.

"We seek to help newspapers manage the work without changing their workflow, and DPS' AdTracker will help us stay on that path," CCI Sourcing President Johnny H. Thoegersen said in a statement.

The DPS solution will track production worldwide for CCI Sourcing, which also serves ad agencies in Europe. The company has installed a hosted implementation of AdTracker in a Northern California datacenter. A similar setup is scheduled for installation in Central Europe. The systems track outsourced ad content for the CCI Sourcing production team in India, with a configuration that allows all ads and graphics to remain on their respective continents. The configuration is designed to maximize response times and security by keeping ad and graphics data where communications infrastructures are most reliable, while providing for economies associated with outsourced production.

CCI Sourcing said the configuration is optimized to seamlessly connect to a newspaper's existing (non-DPS) third-party ad tracking system, while fully integrated with DPS AdTracking systems, allowing users with any AdTracking system (or none at all) to monitor production of their outsourced ads in real time via the Internet.

CCI Sourcing lists the benefits as cost savings and freedom and flexibility to manage which ads and the volume of ads to be outsourced, even as deadline approaches.

The solution can track outsourced ads or a newspaper's entire ad production. Any mix of a newspaper's local ad users can be coupled with CCI Sourcing's production team, with the newspaper able to gradually migrate ads for outsourcing without changing its operation.

CCI Sourcing is a joint venture between the publisher of The Hindu, India's leading English daily, and Denmark's Stibo A/S, provider of publishing solutions through its CCI Europe business.