• by Shankar Gupta , August 29, 2005

The online brokerage firm ShareBuilder has tapped Accipiter for its ad management program, which incorporates real-time tracking and demographic targeting.

ShareBuilder is purchasing AdManager Hosted, an outsourced program that allows companies to access Accipiter's AdManager program without directly installing it on their in-house systems. The tools offered by AdManager include the ability to dynamically update ads displayed on the sites, and to swap out low-performing ad units for higher-performing ones, as well as targeting ads toward users based on user behavior or specific demographic data that ShareBuilder has access to.

Last week, Accipiter announced that Clear Channel Interactive would be employing its AdManager product to control the ads on the Web sites for various Clear Channel TV stations.

Accipiter, based in Raleigh, N.C., is currently an independent agency. Between 1998 and 2002, the company was operated as a subsidiary of online advertising firm Engage.