• by Lynn Russo , January 24, 2006

On the Web, even small dot-coms can operate like giants, as is proven by the likes of Golfserv.com and Petfinder.com. Though small, their content and ads are accessed by millions, and they offer attractive audiences for blue-chip advertisers like United Airlines and Cadillac (on Golfserv), and Purina and Petco (on Petfinder).

So when both companies needed an ad server, they turned to AdJuggler Enterprise 5.1, from Thruport Technologies. "When you have a huge company spending six figures with you, you need to be able to tell them how their campaign is going. AdJuggler allows us to watch them daily," says Kathryn Lazerow, president and chief operating officer, Golfserv.com.

AdJuggler runs in real time and offers a variety of options, including frequency capping, geo-targeting by country, state, or city; creative consolidation across a campaign; and report consolidation across Web sites. "Our ability to go to potential advertisers and say, 'We can take your ad and target it to a specific type of pet or geographic region' gives us a competitive edge," adds Dr. Jared Saul, founder and technical director of Petfinder.com.

Both Lazerow and Saul tout the software's custom capabilities, intuitive user interface, comprehensive options, and quick customer service. "I can set up automated custom reports and have them sent daily, weekly, or monthly to myself, the client, or the agency in whatever format I want -- spreadsheet, html, color. That's incredible," Lazerow says.

Thruport next plans to launch inventory management and optimization tools to reduce manual inputs and improve outputs.