CONTACT:
Su Doyle, ADSmart.net
Jim Nail, ADSmart.net
Jim McManus, The Weber Group
ADSMART IS LAUNCHED TO AUTOMATE THE BUSINESS OF
INTERNET ADVERTISING
First company to provide an online Internet advertising marketplace for Web sites and ad agencies
January 27, 1997
ANDOVER, MA, January 27, 1997 – ADSmart Corporation, creator of the first fully automated system to manage the comprehensive online advertising process, today formally entered the world of Internet advertising by launching ADSmart.net. ADSmart provides an online marketplace for advertising that leverages the Web to automate tedious, time-consuming tasks and create significant cost efficiencies for Web sites and ad agencies. The ADSmart.net marketplace provides the first end-to-end solution for agencies and Web sites to manage all aspects of Internet advertising and the first online automated system in a number of areas: sales quotation, media buying, creative management, campaign management and the first multi-faceted inventory management system for online advertising space. The ADSmart site is located at .
"We at Meta Group have been expecting a solution to finally address the business aspects of online advertising," stated Carl Lehmann, Program Director of Meta Group. "Advertising traditionally is a low volume, high margin business with inefficient processes to match buyers and sellers. ADSmart is leveraging the Web to automate these processes. Additionally, it has created a marketplace which should boost response rates for advertisers and revenues for Web sites."
Web sites ranging from Classifieds2000 to The Sports Network have already signed on to participate in as network members of ADSmart.net, furthering the company's goal to contribute to the perception and use of the Internet as a mainstream advertising distribution medium. These companies form the foundation of ADSmart's unique capabilities to offer media planners a custom-built network buy across custom-built from hundreds of individual ad locations based on the planner's choice of over 500 diverse demographic and psychographic categories at the page level, resulting in finer targeting and higher response rates.
"We are very excited about both the technological and business prospects of the ADSmart service and marketplace," noted Martin Lowrie, President of ADSmart Corporation. "A great deal of thought and effort has gone into this automated service, beginning at the development stage. We held numerous discussions with Web sites and ad agencies to find out their true interactive advertising needs. What we discovered was that there are many hidden personnel costs of running online advertising, and that the products and services currently on the market did not address them. The system we have devised takes all of their input to truly automate buying, selling, scheduling, targeting, flighting, creative trafficking, reporting and billing online advertising space for the first time."
How does ADSmart.net work?
Ad agencies start by using ADSmart.net's TrueTargeting Planner to define ing their target audience,selecting from suggested sites defining flighting and targeting criteria. They then review ADSmart.net's recommended sites, selecting and reserving ad space that best fits the needs of their campaign.. They subsequently traffic the adsubmit the creative via ADSmart's Web-based creative submission feature and ADSmart runs the ads. They are then continuously able to monitor the campaign and analyze data for the next campaign. ADSmart helps Web publishers maximize their profitability by selling their diverse array of ad inventory, managing ad inventory, managing creative files, serving and targeting ads, reporting results and billing the advertiser. Web sites can join ADSmart.net, the network of companies using ADSmart, utilize the service as a non-member or completely outsource their ad management needs to ADSmart.
How does ADSmart target advertisements?
ADSmart uses its TrueTargeting methodology to combine demographic and psychographic criteria with behavior based targeting for ad placement and rotation. ADSmart provides over 500 possible audience characteristics to media buyers when planning a media buy, and manages the targeting of the ads automatically, according to the audience characteristics. ADSmart works with Web sites to classify individual ad locations (which can be pages, keywords, events or sponsorship opportunities) within their sites and matches them with the selected characteristics. Ads are then targeted through a combination of information: site registration information, personal site customization, geographic location, domain filtering and viewing behavior. The TrueTargeting methodology assures advertisements will be viewed by qualified prospects.
What are the logistics of the ADSmart process
Advertisers and agencies start by defining the target audience, researching and approving suggested sites and reserving ad space. They then submit the creative and ADSmart runs the ads. They are then continuously able to monitor the campaign and analyze data for the next campaign. ADSmart helps Web publishers maximize their profitability by managing ad inventory, managing creative files, serving and targeting ads, and billing the advertiser. Web sites can join ADSmart.net, the network of companies using ADSmart, utilize the service as a non-member or completely outsource their ad management needs to ADSmart.
ADSmart.net network members benefit from ADSmart's resources
ADSmart.net is nowfor business. The first sites to join the network are: American Sports HQ, Classifieds2000, Kid Source, Only Sports, PC Webopaedia, SafeSurf, The Chathouse and The Sports Network.Publishing. ADSmart is currently in negotiation with a host of other companies imminently expected to join the network. Members of the network are able to leverage ADSmart's site classification system to maximize their attractiveness to potential advertisers and expand revenue potential. The network is also attractive to advertisers because it gives them confidence their ads will be seen by highly targeted leads.
ADSmart's origins and association with CMG
ADSmart is a wholly owned and fully funded subsidiary of CMG Information Services, a company with 28 years in the direct marketing industry. ADSmart's ability to anticipate the needs of the advertising community comes from the fusion of CMG's heritage in targeting audiences and database technology combined withhas greatly benefited from both the experiences of the 14 Internet companies in the CMG portfolio. ADSmart's management team is well qualified to bring the first fully automated advertising system to market, with extensive industry experience in direct advertising, general advertising, software development, Internet operations and global strategic planning and partnerships.
Technology
ADSmart is accessed through the Internet by logging onto www. by way of the TrueTargeting Planner, an interactive, Java-based interface. The ADSmart automated ad management system is industrial strength, and employings a sound business process automation methodology and an Oracle-based database server. All advertisements are served from memory for high performance.
Pricing and availability
Advertising agencies have online access to ADSmart.net buying, placement, targeting and campaign management services at no charge. Web sites are charged a variable percentage of advertising revenue based on the range of sales and management services outsourced to ADSmart. All services are available today, on a limited basis, with general availability scheduled for February.
About ADSmart Corporation
ADSmart Corporation provides the next generation interactive service for planning, buying, and analyzing Internet advertising campaigns that is fully automated. ADSmart is committed to enable advertisers, advertising agencies and Web publishers to capitalize on the Internet as an emerging mainstream advertising medium through its technology, consultative relationships and experience in direct marketing, advertising, software development and Internet operations. ADSmart has created an Internet based system to provide agencies, advertisers and Web publishers the tools and services needed to conduct successful and profitable Internet advertising campaigns. ADSmart is a whollyowned subsidiary of CMG Information Services, a leader in technologybased direct marketing services. ADSmart was founded in April July 1996 and is headquartered in Andover, Massachusetts. Additional information about ADSmart can be obtained on the Internet a
, by sending e-mail to info or by calling 888-559-8222 (508-684-3780 outside the U.S.).
ADSmart, ADSmart Corporation, ADSmart.net, and CMG are all trademarks or service marks of CMG Information Services. All other product or company names mentioned are trademarks of their respective owners.
CONTACT:
Su Doyle of ADSmart Corporation
sdoyle
Jim Nail of ADSmart Corporation
nail
Jim McManus of the Weber Group
jmcmanus
