Magazine article Editor & Publisher

Gannett's PointRoll Launches New Rich Media Ad Tool

Magazine article Editor & Publisher

Gannett's PointRoll Launches New Rich Media Ad Tool

Article excerpt

PointRoll, the wholly owned subsidiary of Gannett Co. Inc., announced the launch Thursday of a product to tool to target, measure and change rich media online display ad in real time.

AdControl allows brands and their agencies to produce, target and delivery the ads dynamically with customized creative elements including video, content, images and offers. The tasks can be accomplished in real time by non-tech personnel using an online interface.

PointRoll said AdControl "is unique in that any ad size and rich media format -- expandable, pre-expandable, polite, or floater -- can be instantly updated and micro-targeted based on Web site, placement, geography or publisher-generated behavioral, demographic, or contextual data."

The intent, said PointRoll CEO Jason Tafler, is to ensure brands and agencies "can easily control and deliver the right message at the right time to each individual user in the most scalable and efficient manner possible."

Among the rich media metrics AdControl measures are interaction rate, brand time, and click through. …

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