AdManager’s sophisticated targeting capabilities, emerging media support, and availability of ad trafficking support attract the UK’s only national commercial rock and pop music station

LONDON, UK and RALEIGH, NC – April 26, 2006 – Accipiter Solutions, Inc., an online advertising technology innovator since 1996, today announced its European office has added Virgin Radio to its growing list of customers. Migrating from an existing ad network, Virgin Radio recently hired new in-house sales staff and was in need of a new ad serving solution. The company was drawn to AdManager’s sophisticated targeting capabilities, its unique ability to serve ads in any type of rich media format, and Accipiter’s world-class trafficking expertise.

Virgin Radio plans to leverage AdManager’s GeoTargeting module to deliver personally relevant ads to its users, targeting UK IP addresses as required by specific advertisers.

In addition, the company has future plans to target ads against declared data from its VIP user registration area. Currently, the station asks if users are male or female and it will be introducing more registration questions to its VIP users, offering advertisers the opportunity to target via this demographic breakdown.

“It was crucial for us to find an ad management solution that would support our future initiatives to serve streaming audio ads and rich media solutions from our site network,” said Rowan Link, Head of News Media Sales, Virgin Radio. “AdManager’s ability to serve all types of ad formats to all types of media formats was a key factor in our decision to migrate to this technology.”

With over 15 years of combined ad operations experience, Accipiter’s international trafficking team knows online ad serving, trafficking, and campaign management better than anyone else. “We can provide customers such as Virgin Radio an invaluable competitive advantage through our trafficking services,” stated Mike Keaton, Accipiter’s director of European operations. “Using our services is like having an ad operations professional on staff. Virgin Radio can now experience quick turnaround time on requests and access to a dedicated traffic manager.”

According to recent studies from Jupiter Research and the Interactive Advertising Bureau Europe, spending in online advertising across Europe has grown faster than any other advertising medium in history. “Virgin Radio’s move to Accipiter demonstrates that ad demand in the UK is again on the rise and publishers are looking to take sales back in-house from ad networks,” said Keaton.

Accipiter's AdManager is available as a site-side licensed ad management solution (AdManager Licensed) or as an outsourced ad management solution (AdManager Hosted). AdManager allows publishers to manage revenue by packaging their inventory for maximum value through accurate inventory projections followed by real-time, revenue-based delivery optimisation of campaigns and creatives. AdManager delivers campaigns where they perform better, thus optimizing the value of each impression. AdManager also offers comprehensive targeting capabilities, fast ad delivery, real-time reporting and open API’s for easy integration with other business systems. For more product information, please visit

About Virgin Radio
Virgin Radio is the UK’s only commercial rock music station. It can be heard on 105.8FM in London, on 1215AM nation-wide, on any DAB Digital radio, via Sky Digital and the cable TV networks and via WorldSpace. Virgin Radio is the world’s most listened to station on the internet and can be heard at Virgin Radio Classic Rock, Virgin Radio Xtreme and Virgin Radio Groove extend the brand across the internet and on DAB in London. Virgin Radio is wholly owned by SMG plc

About Accipiter
Accipiter has been serving and enriching the online advertising industry since 1996. Web publishers, media networks, and eTailers take advantage of Accipiter’s innovative ad management and behavioural targeting solutions to effectively manage their online advertising revenue. Accipiter’s established industry experience and substantial investment in technology provides their customers with the very latest in advanced online advertising solutions. Accipiter’s technology supports and delivers ads in any emerging rich media format, including RSS feeds, podcasts, blogs, photocasts, mobile, in-game, and streaming audio and video. With more than 350 customers worldwide, over 50 billion online ads are served each month using Accipiter’s technology. For more information, please visit


AdManager is a trademark of Accipiter Solutions, Inc. All other company and product names may be trademarks or service marks of the company with which they are associated.

Shawn Ramsey
Crossroads Public Relations
+1 919-621-0737

Published on: 12:00AM on 26th April 2006