Clear Channel Taps Accipiter

Clear Channel Communications has struck a deal with online advertising technology firm Accipiter to use its AdManager product to manage tracking, billing, ad serving, and ad planning across TV, radio, and online ads.

Accipiter Vice President of Sales and Account Management Jeff Wood said that Clear Channel is the first of several new clients that Accipiter has recently signed.

The deal involved making use of the XMLServer Module, which uses XML documents to communicate between the existing ad management infrastructure and Accipiter's AdManager. "We converted their system in a week's time," Wood said. "They have pretty grandiose plans to integrate their online ads with their offline programs, and they need systems to work together for that."

Accipiter, based in Raleigh, N.C., regained its independence in November 2002. Between 1998 and 2002, it was operated as a subsidiary of online advertising firm Engage.