Accipiter Details ITV’s Effective Use of Its Inventory Management Capabilities in a Customer Success Story

LONDON, UK and RALEIGH, NC – January 19, 2005 – Accipiter Solutions, Inc., an online advertising technology leader since 1996, today announced that they have completed a comprehensive case study on ITV’s use of its inventory management system. ITV, the UK’s largest commercial television network, was formed through the merger of two of Britain’s biggest broadcasting companies, Granada and Carlton. hosts sites for all the ITV channels and is home to the official web sites for Coronation Street and Who Wants to Be a Millionaire. Sport forms a large part of the audience as the site is home to ITV’s Formula One racing coverage and the online team also sells advertising across the official Liverpool FC and Arsenal FC football sites.

Inventory has traditionally been difficult to manage and predict for ITV. The company no longer wanted to rely on outdated, manual and time-consuming spreadsheets; and wanted to eliminate the need to re-key each campaign. ITV also needed a way to analyze historical inventory data and accurately predict future inventory. Its primary goal is to prevent overselling of inventory especially on popular formats, such as rich media overlays.

ITV made the decision to outsource its ad management, choosing Accipiter’s hosted AdManager to help successfully serve more than 200 million ads per month in a variety of formats including rich media. With the upgrade to hosted AdManager V7, ITV took full advantage of Accipiter’s robust inventory management capabilities. Accipiter’s automated system makes it easy for ITV to reserve inventory in advance and automate campaign delivery well into the future. As AdManager’s inventory manager is integrated into the advertisement delivery process, it uses live delivery data and removes the need for any re-keying of campaign information.

“As a television broadcasting company, ITV is in a unique position to find more innovative and effective ways to reach its target audience,” observes Mike Keaton, Accipiter’s director of European operations. “Hosted AdManager allows them to generate more advertising inventory and create new revenue opportunities for the company and its advertisers.”

ITV can also analyze historical data for any period in the past to predict any period in the future. The online team can plan for future traffic patterns and maximize revenue by fully utilizing available inventory. ITV also uses hosted AdManager’s real-time reporting capabilities to forecast available inventory for specific sites on its network, specific content areas, demographic targets and more. ITV can now allocate inventory to generate the highest value and accurately track overlapping inventory.

“We are simply able to manage our inventory much more effectively than we could in the past,” explained Derrick Faulkner, Senior Traffic Manager, ITV. “We can generate the highest revenue for all inventory and prevent overselling by providing the sales team with real-time access to inventory data.”

To learn more about how ITV continues to benefit from hosted AdManager, see the complete case study at

About ITV
ITV is the UK’s biggest commercial television network watched on average by 45m people in a typical week. ITV1 is a public service broadcaster available free-to-air, providing programming across all genres including drama, entertainment, current affairs, news, film and sport. ITV2 is ITV's younger entertainment channel available in over 14 million homes (over 55% of all UK homes) on Freeview, Sky Digital and Cable. ITV2 offers brand extensions of ITV1’s best-loved programmes, exciting original commissions, top US programming, blockbuster movies and premium sport. ITV3 offers quality drama to around 14 million homes (over 55% of all UK homes) via all digital platforms throughout the UK. The channel broadcasts a unique collection of classic and contemporary dramas, movies, narrative repeats of ITV1 programmes such as The Bill, unique commissions and top US series.

About Accipiter
Based in Raleigh, North Carolina and London, UK, Accipiter has been a pioneer and leading developer of online advertising solutions and services since 1996. With more than 350 customers worldwide, over 49 billion ads are served each month using Accipiter’s technology. Accipiter executives strive to be industry thought leaders through work with the Internet Advertising Bureau and Online Publisher’s Association. Accipiter offers a site-side ad management software solution, AdManager V7, and a hosted solution, AdBureau. Accipiter leads the industry with over six years of experience in implementing behavioral targeting technology, and recently introduced the new Visitor Information Behavioral Engine (VIBE). For more information, please visit


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

Media Contacts:
Shawn Ramsey-Kroboth
SRK Communications for Accipiter
Phone: +1 919-359-0947
Mobile: +1 919-621-0737

Colin Elms
Head of Online Publishing, ITV Sales
Phone: +44 207 396 6332

Published on: 12:00AM on 19th January 2005