Products for Advertisers and Publishers

The Advertiser and Publisher Solutions (APS) Group offers software for ad targeting by advertisers and publishers, and ad networks and exchanges to help sell ad inventory.

Atlas Software

Two Atlas tools were aQuantive’s most profitable products, accounting for nearly half of its profits in its last quarter as an independent company.

The Atlas Advertising Suite helps advertisers and advertising agencies decide where to advertise and which types of advertisements (such as search, video, or “rich media” advertisements consisting of interactive elements or full-page overlays) they should use to reach desired audiences, as measured by size, demographics, and other factors. The Suite can also help customers create and quickly modify various types of advertisements, including video and rich media, and track the effectiveness of advertising campaigns consisting of multiple types of advertisements across many sites.

The Atlas Publisher Suite helps publishers manage their inventory—the advertising space for sale on their Web pages—more effectively so they can earn more money from advertisers. For example, the AdManager tool helps publishers track users through their sites so publishers can identify which pages will get the most traffic and can collect data on visitors to those pages, which advertisers are interested in knowing. The Mar. 2008 acquisition of Rapt will add new features to the Atlas Publisher Suite, such as demand curves for particular inventory (to help determine appropriate pricing) and a module to give advertising salespeople up-to-the-minute data on that inventory.