MyMai.tv Dev Blog / Social-Web News Feed

As big brands move more of their ad budgets online, what they want most is not just to capture clicks, but to capture the attention and mindshare of consumers. The buzzword in the online advertising industry for this attention capturing quality is “engagement.” Every ad platform out there is promising to deliver more consumer engagement. Today, Glam Media, which itself is both a publisher of women’s sites and an ad network, announced an entirely new ad-serving technology platform called Glam Adapt it’s built over the past 18 months to help brands find and target the most engaged consumers. GlamAdapt works with existing ad-serving technologies and networks such as DoubleClick, Atalas, and iBlaster, but Glam CEO Samir Arora has bigger ambitions for it. ”It also can be used as a complete replacement for Doubleclick,” he says. GlamAdapt came out of his own frustrations as a publisher and ad network. ”We were running into a wall in terms of having technology that do what the brands are asking,” says Arora: “targeted properly, engaging, detailed analytics and reporting, the aha of television. I decided to build a third generation ad-serving stack that can work with existing technologies.”