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September 27, 2010

The Msnbc Digital Network today unveiled its ground-breaking new ad rendering system called ServeView and announced that it has been rolled out across 100 percent of its story pages – benefiting both advertisers and consumers. ServeView intelligently places ads on the page when and where consumers will see them. With ServeView, advertisers are assured that every ad impression they purchase has, in fact, been seen by consumers.

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When a story page loads, consumers interact with the video, text, photos and other content on the page. As that is happening, the ServeView technology seamlessly runs on the page and will only render the ad once the ad location is within the viewable area of the consumer’s display. Then and only then is the ad counted as a delivered impression. ServeView works for each individual ad on every browser and every screen size.

“We aren’t the first online publisher to be asked about ad effectiveness, but we are the first to apply an innovative solution to a problem that’s been nagging the industry from the beginning,” said Charlie Tillinghast, president and publisher of the Msnbc Digital Network. “With ServeView, we’re only selling ads that are rendered in the viewable area. Why should marketers pay for ads that no one sees? It’s a bold move that we’re making and think it’s good for the industry. We support other publishers to do the same thing.”

In addition to better performing ads, marketers benefit from optimized ad views without any effects or changes to standard ad delivery practices in use today. Not only is ServeView in full compliance with the Interactive Advertising Bureau’s impression measurement guidelines, but improves upon its baseline recommendations.

“We’ve been working with partners such as RealVu and the Media Ratings Council to advance the notion of a true ad view, and we're pleased that we can offer this solution now,” said Kyoo Kim, Vice President of Sales at the Msnbc Digital Network. “Initial results from our ServeView tracking points to a positive trend in ad performance. We’ve seen click-through rates increase anywhere from 30 to 100 percent based on the location of the ad on the page. We’re optimistic and think this could be a game changer.”


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Gina Stikes


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