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February 23, 2009

PointRoll launches new tool to create and optimize rich media ads

AdControl measures rich media metrics including interaction rate, brand time and click through

By CBR Staff Writer

PointRoll, a wholly-owned subsidiary of Gannett, and a provider of rich media advertising, has launched AdControl, which enables brands to produce and deliver interactive rich media display ads in real time, optimizing budget and performance.

With AdControl, brands and their agencies can produce, target and deliver rich media executions, customizing creative elements including video, content, images, and offers all in real time and by non-technical personnel via an online interface, said PointRoll.

PointRoll said that AdControl measures rich media metrics including interaction rate, brand time, and click through, aggregating results by individual creative and delivery variables. This capability enables testing and optimization, as the technology will identify each ad version created and evaluates its performance as a single unit and against other versions, or as part of an entire campaign.

Jason Tafler, CEO of PointRoll, said: In today’s market you need to take advantage of any shift in consumer behavior, target interactively engage consumers to drive the results. AdControl ensures our clients can control and deliver the right message at the right time to each individual user in the scalable and efficient manner possible.

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