"The Adverticum online advertising service software, that manages the publication of approximately 12 billion advertisements every month on the internet, controls the number of the related clicks and manages sales promotion campaigns in Hungary and in the surrounding countries, has been completely renewed, and the tasks of an almost 10 year old system has been taken over by a new, up-to-date software.The most important, new feature of Adverticum NG (next generation adserver) presented on August 9th is that individual applications can be connected to the advertising service core through a standard interface, therefore the system can be quickly and flexibly extended to almost every direction including accounts' modules and the possibility to analyse advertisement efficiency.
This means for online content providers, advertisers and agencies first of all that they can efficiently adapt themselves to the changes of the quickly expanding online advertising market, while more precise and more spectacular reports help the operators of the market to control the accounts and to analyse advertisement efficiency.
What is an adserver?
Advertising on the internet is different form advertising in the press, on TV or on billboards: the online advertisement gets built in to the websites individually, during their downloading on the computer of every internet user. Therefore, during the planning of the internet campaign the "audience" of the website can be analysed, and it can be examined later whether the advertisement has made any effect on the user, has the user clicked on the banner, registered himself on the target website or has bought anything.
The Adverticum AdServer has been offering this online advertising service for almost five years on the majority of the Hungarian websites. Its development has been characterised until now by the integration of the latest services into the existing software, while the original technological bases has more or less remained the same. The development of the old system has begun about 10 years ago, and due to the changing market and technological needs, it has become urgent to redesign and to completely rewrite our advertisement service software.
AdServer Next Generation
The Adverticum NG (Adverticum Next Generation) developed by Hungarian programmers is a completely new software, that on one hand contains all the features of the past decade integrated to the former advertising service software and on the other hand, with its new architecture, it opens the way for development of the next decade: the integration of the latest services in the future will be much more simple because of the flexibility of the system core.
The standardised application-interface (API) can be efficiently used not only by the development engineers of Adverticum and the AdServer users, but by external development engineers as well. Earlier the server had been united with the administrative surface, now the administrative surface and the report modules have become independent applications, which means that their continuous development based on market needs is independent from the basics and from the system's core.
The integration of the adserver to content management and accounting systems has become possible through the API, but it offers excellent opportunities as well to display targeted advertisements and to create monitoring systems with specific aspects or specific tools for the different campaigns, or to construct complete systems offering online advertisement networks, functioning on a totally individual basis. The comprehensive modelling features within the API, the service provider and statistic systems offer ready basis for the developers so that they can concentrate undisturbedly on the solution of their individual tasks.
"Our objective with the development of Adverticum NG was to create a basic system capable of executing and assisting all specific advertisement techniques on the internet and modelling market interactions at the same time" – said Hédy Szabó, Chief Executive Officer of Adverticum Zrt. – The launching and administrating methods of campaigns have been continuously changing. These are connected by the new Adverticum AdServer to different domains (such as agencies or content providers) that can be preferentially enlarged later.
"The creation of the new Adverticum AdServer means not the end of the work but just the beginning of new work processes" – said Ádám Dajka, Project Manager of the Adverticum AdServer NG project. "We have already received orders from the biggest content providers to develop new applications that can be connected to the advertisement service providers, and at the same time, the first developments adapted to agency needs have started. This presentation therefore will be continued soon – presumably at the Internet Hungary at Tihany in October – where, besides of announcing again the "rewriting" of the Adverticum AdServer, we will be able to demonstrate its advantages through some concrete, newly developed applications and its benefits become measurable.
In his presentation, Péter Pónya, Development Strategy Manager of Adverticum Zrt. AdServer has added to the above subject that the Adverticum NG is making efforts to keep the pace with the present trends of the world's leader adservers. The online marketing market is ready to explode, which is also proved by the fact that the "protagonists" of the Internet such as Google, AOL, Microsoft and Yahoo have entered to this market. The developing engineers of Adverticum who have noticed these processes in time, have projected their new-generation adserver in a way that the Adverticum, the most important provider on the Hungarian advertising service market can keep up pace with world brands such as the Google owned DuobleClick Dart, Falk, AdSolution, the Microsoft owned aQuantive, AdExpert, or the AOL owned Adtech.
Adverticum Zrt. is one of Hungary's most quickly expanding software developing companies that figured last year in the TOP5 list of the Deloitt in the so called Central-European Rising Star companies. Although the auditor company qualifies the companies mainly according to their income increase, the quick development of Adverticum Zrt, besides its income, is represented by the expansion of the Adverticum AdServer, Hungary's market leader online advertising service system.
The software originally prepared for - among portal softwares - Prím Online, the oldest and still functioning Hungarian news portal owned by Adverticum, is still sold in the form of application service since 2002, and among others, it is used by the biggest ones such as Origo, Startlap, iWIW and by almost five hundred important portals. A year ago, the number of the monthly advertisements (adviews) had just passed 2.5 billion, for now this number has almost been multiplied by five: 12 billion online advertisements are visualised each month through Adverticum for 5 million internet users.
The application-service provider Adverticum applies a similar business model in its sales of the online publication system containing content management services as well, which model is mainly adapted to the needs of the news portals, so it is not by chance that our biggest clients are Népszabadság and MTI."
For further questions or detailed information check out
adverticum.hu
03.09.2007