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TWST: Would you give us a brief historical sketch of the company and a picture
of the things that you are doing at the present time?
Mr. Moore: 24/7 Real Media is a leading global digital marketing company. We use
our technology and industry expertise to turn the art of reaching audiences,
across virtually any digital medium, into a measurable science. The company
started back in 1995 and went public in August 1998. We are one of the pioneers
of the online advertising marketplace. We have seen it all. We rode the bubble
up and fell like everyone else when it burst. We persevered, and turned our
business around when industry conditions improved. Our revenue has grown
dramatically and our financial performance has improved steadily for the past
four years.
We provide cutting edge solutions that streamline online ad operations and
deliver improved performance at a lower cost. We accomplish this through our
proprietary technology, Open AdStreamŽ, which also drives our global Web
Alliance, a network of over 850 Websites that outsource part of their
advertising inventory to us, and which we sell on their behalf. Finally, we have
another proprietary technology, called Decide DNAŽ, which we use to automate
search engine marketing. So in short, we sell online advertising, we manage
budgets on behalf of advertisers across various search engines, and we license
our technology, Open AdStream, to companies that need a technology to display
advertising campaigns that they have sold on their own Websites. TWST: Would you describe these two proprietary technologies?
Mr. Moore: Open AdStream is a technology that puts the right ad in front of the
right person at the right time. If you own a Website and would like to sell
advertising on it, you need a technology like ours to display those ads
according to the advertisers' specifications. Also, you need to collect the data
that enables you to report on that advertising, as well as bill and collect the
money from the advertisers. An analogy might be that Open AdStream is very
similar to a computerized system that a television station uses to display
commercials in television programs. We developed it in 1995, and we are on
version 6.0 right now.
Decide DNA is a technology that will bid on keywords across the various search
engines and then, based on how those words actually perform for the advertisers,
i.e., selling products, collecting links, or whatever the objective may be, our
technology will increase or lower the bid for that particular keyword.
Unfortunately, there are not many analogies that I can give you for how this
technology works as compared to the other traditional media. Think about
automating the process of buying advertising on Yahoo, Google, MSN, Ask.com, and
others, our technology does just that.
Tickers included in this excerpt: TFSM
For more information call (212) 952 7433. The
Wall Street Transcript does not endorse any of the comments made by interviewees, and does
not make stock recommendations.
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