RAM: Tool Speeds Platform Integration

Accipiter's on a tear. It's had a string of recent client wins for AdManager, its ad management product, including Clear Channel Interactive (CCI) and online brokerage Sharebuilder. AdManager features an XML-based technology that allows speedy integration between existing ad management platforms and Accipiter's proprietary system.

According to CCI general manager Jason Gould, the company was attracted to the product because of its compatibility with Microsoft Windows and the XML integration product. "We were looking for an MS-based application, and that's what our programming environment is in, and that's where we have our tech staff," he says. "We felt that Accipiter's was the best of those. We also wanted a strong XML interface structure."

The XML interface tool, called XMLServer Module, formats input data from different ad-serving programs, and then outputs it into an XML file that AdManager can then read. According to Accipiter vice president of sales and account management Jeff Wood, the module allows for speedy system conversions. "We converted [CCI's] system in a week's time," he says. "They have pretty grandiose plans to integrate their online ads with their offline programs, and they need systems to work together for that."

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