Mediaweek: SeeSaw Gets ‘Real’ with Web Tool
This article originally was posted on February 25, 2008 at MEDIAWEEK.
By Katy Bachman
SeeSaw Networks, which aggregates inventory across 36 out-of-home digital networks, is adding real-time reporting of inventory to its online-based optimization tool, SeeSawAds.com, for planning and buying the fledgling medium.
Through a pact with BroadSign International, a provider of hosted software for digital sign networks, the companies plan to develop an open-standards platform to automate inventory updates, proof-of-play reporting and insertion order delivery.
Instead of waiting a month to find out how campaigns cleared, advertisers will be able to track ads across multiple networks in real time and make needed adjustments.
“This is a critical move for the industry, taking more inefficiencies out…and making it more like the Internet,” said SeeSaw Networks CEO Peter Bowen. The company hopes to complete the platform by year-end
