Eyeblaster Expands Ad Platform

NEW YORK Eyeblaster said it would expand its rich media platform to include all manner of online advertising.

AdVision is a hosted system for agencies to build, manage and track Web advertising, including standard banners and rich media. When launched in October, it will put Eyeblaster in competition with the industry’s two dominant systems, DoubleClick’s DART and aQuantive’s Atlas Solutions unit.

Doug McFarland, Eyeblaster’s general manager for North America, said the New York-based company had advantages over its better-entrenched competitors because its roots are in rich media, one of the fastest-growing areas of online advertising. DoubleClick and Atlas have both expanded on their standard ad-management systems by adding rich-media capabilities, which allow advertisers to display animated ads on Web pages.

“We didn’t want to start with a legacy system,” McFarland said.

All three companies aim to make it easier to run Web ad campaigns by providing a single system, rather than requiring the use of multiple systems for different types of Web ads. DoubleClick launched its rich-media product, Motif, in October 2004. Atlas added rich-media capabilities in April, and has begun an initiative to expand into on-demand television.

McFarland said Eyeblaster would look to expand AdVision into digital advertising on other media, such as gaming and mobile.