DNA One, a Web-based system uniting advertising and news content within the Atex Polopoly Web CMS platform, provides a suite of tools to generate new digital revenues. Integrated into one package that can be deployed as either an in-house or hosted system, it includes: end-to-end digital ad booking, serving, tracking, analytics, and billing; advanced text mining; contextually targeted ad delivery; integrated online classified ads; user and community blogs with relevant, context-aware ad placements; widget plug-in support; combined print and online newsrooms, with a single view of content across media channels for all live and archived digital assets.
Managing the entire advertising process, from classified and banner ad booking to ad serving, presentation, reporting, measurement, and billing,"ads can be delivered to print, Web and mobile devices," Atex Head of Global Product Management Peter Marsh said in a statement. "Also, the new Atex Marketplace can be added to the DNA One framework to create a fully integrated and searchable advertising network of online buyers and sellers."
DNA One automates the process of serving targeted ads and related content using metadata-driven publishing queues. With DNA One, user-generated content can be turned into a new revenue source, and contextually relevant ads can be served up based on metadata automatically mined and extracted from blog postings.
DNA One further enables third-party widgets and digital components to be plugged into the Atex Polopoly Web CMS platform. Atex partners also can develop and share features in a structured "Polopoly as a Platform" plug-in ecosystem.
Marketplace is the new Atex online classified advertising portal, using advanced relationship-oriented search technology powered by Transparensee's Discovery Search Engine to respond faster and more accurately to visitor queries. A suitable option is provided where there is no exact match, helping keep visitors on site longer.
With fresh page views each time a visitor changes search filter criteria, a media company using Marketplace can also generate new revenue opportunities by selling banner ads onto contextually relevant pages, according to Atex Advertising Global Product Manager Lars Jiborn.
Running in a cloud computing environment to help lower cost and speed implementation, Marketplace requires minimal configuration, in some cases allowing an online classified community to be fully deployed in less than three weeks, according to Atex.
Built in a Web Services framework for hosting or in-house deployment, the latest OneView system offers a Circulation Module with Web tools to create, track and manage digital products.
OneView sits above and expands the capabilities of Atex and non-Atex systems to deliver an integrated environment offering a single view of the customer across all aspects of marketing. OneView Circulation's integration with Atex Polopoly Web content management allows a media company to offer digital subscriptions for individual sections, personalized editions, or for combined print and online products, supporting both traditional and micro-payment schemes.
"OneView allows advertising and subscription information to be managed from within a single browser environment," Marsh said. Bringing customer information from separate systems into a common Web user interface, it provides immediate access to all customer transactions. Advertising and circulation call centers can be consolidated as one customer-service operation.
By: E&P Staff Atex will introduce three products next month reflecting its common editorial, advertising, subscription and Web content management architecture for print and online business models.