Mpire Poised To Announce Partnership With AOL's ADTECH

Ad verification and optimization technology provider Mpire on Monday is expected to announced a partnership with AOL Advertising's ad-serving platform ADTECH.

The partnership marks Mpire's third deal this quarter, as it previously secured a reseller agreement with ZEDO, and a partner agreement with Adconian.

Per this latest deal, ADTECH's sales and account management teams will now offer customers and prospects the option to verify, measure, and protect their campaigns using Mpire's AdXpose service, which will be embedded into ADTECH IQ's server.

The move is designed to shore up ADTECH's reputation as a top ad technology provider, according to Dirk Freytag, president of ADTECH and head of AOL Advertising Technologies.

The deal, he said, "is part of our overall strategy to become the technology solution of choice."

ADTECH's technology platform helps Web publishers, ad networks, agencies and advertisers manage, serve and evaluate all manner of online ad campaigns, including display, video and mobile formats.

Kirby Winfield, president and chief revenue officer at Mpire, says ad verification is becoming a requirement for most campaigns. As such, "it makes tremendous sense to offer these solutions at the ad server level."

Competing against other verification services like DoubleVerify and AdSafe, Mpire works with advertisers and networks to monitor campaigns to ensure that ad delivery holds to terms and conditions of campaign contract details for criteria, as well as protecting against spam, pornography and malware.

Earlier this year -- at about the same time AdXpose became certified by DoubleClick for Publishers -- Mpire announced three third-party deals to verify ads for Dedicated Media, Digital Broadcasting Group Video Network, and

Mpire presently boasts over 50 clients, while AdXpose is integrated into Microsoft's Atlas, Yahoo's Yield Manager, ValueClick's Mediaplex MOJO, Zedo, and OpenX.

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