24/7 Real Media, Inc. has announces the global launch of its Open Advertiser 2.0 software. The software, which is based on the Open AdStream delivery engine, enables marketers to control the serving
and the analysis of its ad campaigns across multiple sites, as well as improve the quality of its results by serving contextually relevant ads based on information gleaned within the process and
customer information the marketer owns. Open Advertiser 2.0 introduces some new features that marketers can use to manage prospects interacting with an ad campaign. By using behavioral information
gleaned from the visitor on the site or from information the visitor has produced on other sites where the marketer advertises, the system can deliver targeted advertising which takes this learning
into account. For example, if data shows that the visitor has already purchased a particular product, the marketer would be able to select specific ads for the visitor that offer additional services
relevant to the purchaser. Another feature: If a marketer has online customer registration data from its own site, Open Advertiser 2.0 can target advertisements, based on that customer information.
For example, if the marketer is a bank that has online information to indicate that the customer has a mortgage with the bank on his home, he might receive an ad for a home equity loan.