PRESS RELEASE

Platform-A’s ADTECH Signs Daft.ie for Online Ad Serving

New York, NY – May 6, 2008 – ADTECH has been selected by Daft.ie, Ireland’s largest property website, as its exclusive provider for online ad serving.  ADTECH is a business unit of Platform-A, AOL’s online advertising business.

Daft has replaced its existing ad delivery service with ADTECH’s highly advanced technology, Helios IQ, which will let Daft work more closely with ad agencies and media buyers, and will deliver online ad campaigns through Helios IQ. It also means that Daft is no longer reliant on techniques such as geo targeting and can examine other techniques to improve ad delivery, including behavior targeting. This will improve the service for advertisers who will be provided with a much more accurate picture of user profiles and visitors – who will receive ads relevant to their interests.

Daft has 59 million monthly page impressions, 813,000 unique users, and tens of thousands of customers in Ireland and across the world, making it critical that Daft uses a top-rate technology platform. Delivering online advertising campaigns reliably and consistently, along with being able to report on the success of each, is extremely important.  With ADTECH’s Helios IQ, Daft is firmly positioning itself as not only the top property website in Ireland for its range and scale of properties, but is also demonstrating its commitment to users.  

“With twice the traffic and three times the content of the number-two property website in Ireland, we have a duty to underpin our site with the best technology to support the business as it grows,” said Anne Marie Boyhan, Marketing Manager at Daft.  “We already provide advertisers with demographics of site usage and traffic through regular communications, but we’ll now be able to provide far greater detail on the profiles of visitors.” 
 
Boyhan continued: “We’ve worked with established ad server players in the past, but we needed a partner to support us and to work with us through the migration and for post-installation customer service support.  ADTECH was quick to demonstrate a clear understanding of our requirements and wasn’t just looking to ‘box shift’.  Also, in terms of technology excellence, the reporting tools within Helios IQ were impressive and far superior than other market offerings.  You can see at a glance how campaigns are performing and provide visual reports to clients, not just Excel spreadsheets.   We’re looking forward to sharing the success of ad campaigns with our advertisers with a more detailed and professional format and to improve the visitor experience across the site.” 

“Daft is very astute in listening to advertisers and visitors,” said Dirk Freytag, CEO of ADTECH.  “Getting ad delivery right is very important, and by improving targeting and reporting for advertisers, Daft is on the right track for future growth and maintaining market leadership.  Our customer service teams are on board and ready to support Daft through the migration and into deployment.”

“Daft is an important client for ADTECH and sees us further developing our growth across the Irish market,” Freytag said.

Helios IQ is a highly advanced, customizable ad server solution which allows easy handling even the most complex rich media ads with few clicks.  The modular, state-of-the-art backend architecture of the solution allows quick and flexible adaptations of customer requirements.  The system provides unique flexibility and security for better campaign management with an impressive real-time push.  In addition, the success of each campaign can be monitored in real-time.  This saves traffic managers’ significant reporting time and provides full control over every campaign.