Inc. Reports Rapid Progress in Development of B2B
Open Exchange for the Advertising Industry
Colleagues and Competitors Collaborate on
adXML.orgs First Beta Test of XML Schema for Automation of
February 23, 2000 Mediaplex, Inc. (Nasdaq: MPLX), a leading
advertising technology company, today reported that the open standards
initiative, adXML.org, launched in December 1999, has achieved an
earlier-than-anticipated milestone with the upcoming launch of its
first beta test. This initial release was designed by Mediaplex
and subsequently enhanced by adXML.orgs nine subcommittees,
represented by 46 participating companies from a wide range of industry
as a vendor-neutral global organization, the mission of adXML.org
is to define and advance a common XML-based vocabulary for automating
the buy/sell transactions of the advertising industry. Subcommittees
have been defined for both traditional and new media as well as
digital asset management software. Subcommittees for traditional
media include print, TV, radio and outdoor; subcommittees for new
media include online, e-mail, set-top box/broadband and the virtually
untapped wireless market.
adXML is a common language that describes data structures and types
for cross-business communication and supply chain management among
advertisers, agencies and publishers. The technology initiative
offers significant time- and cost-efficiencies by enabling real-time
automation of all advertising business transactions, including insertion
and change orders, requests for proposals and bids, inventory and
rate cards, and even creative content.
will quickly evolve to standardize communications, relevant to both
media data and creative content, between advertising agencies and
publishers not only on the Internet, but on all digital platforms
within the very near future, said Joni Scelfo, director of
technology partnerships for L90 and a member of the adXML.org online
ironic, said Gregory R. Raifman, chairman and CEO of Mediaplex,
that the advertising industry still relies on fax and overnight
delivery to try and drive a medium that should be totally electronic.
The adXML.orgs mission is to create an open exchange,
like an XML-based commodities exchange, that gives the industry
the ability to buy and sell the stock of its trade -- time and space
-- in real time. This is the kind of technology opportunity that
makes room for all. For instance, Mediaplex and Engage
Technologies/Flycast Communications are co-chairing the adXML.org
online subcommittee. adXML enables all technology companies in the
advertising sector to add to the industrys arsenal of products
and services which, in turn, will help solidify the online market
and raise the bar for other digital and traditional media as well.
automating transactions, adXML opens a new frontier for one-to-one
marketing within the rapidly evolving wireless industry, said
Jens Horstmann, president of OpenGrid, chair of the adXML.org wireless
subcommittee. Using the adXML standard, wireless vendors can
facilitate the penetration of on-the-go messaging.
currently in the initial phases of beta test, is working against
a final release of the DTD (Document Type Definition) specification
in time for the @d:tech trade show, May 8-10, in San Francisco.
To participate as a sponsoring member, contact Ken Kucera, Mediaplexs
VP Business Development. For further information, visit www.adxml.org.
(Nasdaq: MPLX; www.mediaplex.com)
is a leading advertising technology company. The Companys
proprietary MOJO (mobile Java objects) technology is the only
platform that delivers real-time messaging based on integration
between an advertisers internal business data, such as inventory,
pricing and customer information, and that advertisers online
marketing initiatives. In addition, Mediaplex provides comprehensive
online campaign services. Mediaplex clients include Procter &
Gambles ThermaCare, Reflect.com, OfficeMax.com, ShowNow.com,
Tickets.com, and advertising agencies such as Young & Rubicam,
McCann-Erickson/A&L, Publicis & Hal Riney, Tonic 360 and
Winkler Advertising on behalf of their clients including Sprint
PCS and Silicon Graphics. Mediaplex is headquartered in San Francisco
with offices in New York, the Silicon Valley, and Hamburg, Germany.
Mediaplex can be contacted at 877.402.PLEX.
an international, open standard organization, established to define
an advertising XML schema for both online and offline media. adXML.org
was originally conceived
and developed by Mediaplex, Inc. as part of the infrastructure for
the online advertising market. adXML is now being expanded to address
all advertising modalities and is rapidly gathering industry backing
as an open international standard. XML is a metalanguage, providing
self-describing information. It has been called a system for defining
other languages. adXML is designed to describe the way advertising
data is formatted and exchanged between agencies, advertisers and
publishers over the Internet. For more information, visit www.adxml.org.
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Gretchen Jones, 415.808.1984