News

SeeSaw Networks, Impart Media announce partnership

May 1, 2007

SEATTLE — Impart Media Group Inc. and SeeSaw Networks announced a strategic partnership broadly encompassing access to Impart's qualifying network affiliates, coupled with technology collaborative efforts with backend development and integration.

The two companies will collaborate on the integration of their platforms using open standards to allow a seamless and efficient planning, buying and measuring of ad campaigns on Impart's networks (and competing networks) through SeeSawAds.com. Additionally, the partnership provides SeeSaw access to the out-of-home digital signage networks that Impart operates in places like airports, hotels and retail locations.

"The eventual 'holy grail' payoff in what we call fourth screen advertising — where TV is the first screen, PC the second, cell phone the third, and out-of-home digital media displays the fourth — will only be realized when we have interconnected all digital signage networks with XML standardized media tagging, established common rules for playback audit, adopted common methodologies in data metrics, and have enabled Web service-based portals that simplify access and user experience for the ad buyer and the brands," said Thomas C. Muniz, president of Impart. "Behind the curtains and deep into the network data backend will reside the lucrative assets of our ad server farms with relevant and abundant advertising inventory — providing utility, value, revenue share, and transactional bang-for-dollar impact that only our collective industry can provide to clients and their out-of-home audiences."

Impart IQ Ads on the backend automates ad serving across all digital signage platforms, while SeeSawAds.com on the front-end allows media agencies to easily plan a customized advertising campaign across an expanding network of affiliates with precise, relevant, high-impact messages.