IMD's digital ad distribution boosted by Optimad purchase

Robin Parker, Media Week, Friday, 22 December 2006, 10:42am,

Digital advertising distribution company Independent Media Distribution has bought web-based ad services company Optimad for £3 million.

Among Optimad's assets is Caria, which processes spot ad campaign deals, agreed between media agencies and media owners, that account for more than 80% of UK TV ad revenues.
The company also offers online services for print and outdoor advertising.
IMD said the purchase would enable it to integrate the delivery of commercials and the exchange of campaign data in TV, making it a more attractive medium for advertisers.
As well as commercials, IMD also delivers broadcast-quality music videos to TV broadcasters in the UK and Eire.

This article was first published on Media Week