Adtech, a majority-owned unit of AOL's Advertising.com ad network, recently introduced an integrated suite of display, video and mobile ad-serving technology for interactive publishers. The offering combines video and mobile advertising with behavioral targeting capability to incorporate into Adtech's existing Helios IQ ad-serving platform.

This product is designed to create new marketing opportunities for Adtech's customers, according to the company. Founded in 1998, the German-run Adtech -- not associated with the ad:tech interactive marketing conference brand -- has clients such as Sky TV, ClearChannel, OMD, A&E Television Network, interactive agency Artyso and photo blogging site Fotolog. Most clients use Adtech's technology to manage, serve and report on their online advertising campaigns.

Mobile Marketer's Mickey Alam Khan interviewed Nils Winkler, managing director and senior vice president of sales for Adtech in the United States, on his company's mobile focus and interactive strategy. Excerpts:

Who is the target for the new integrated ad-serving platform?
Mobile advertising and video advertising are seen by many as the ads of the future, especially if you put both together. That means we expect more and more publishers to allow video ads on their sites as well as to get ready to provide their content for mobile devices.

At that point, any publisher would be target for our solution as it unifies display, video and mobile ad management on one integrated user interface and allows consolidated reporting across the board.

Names of a few clients who are using it?
We could name a number of customers on each solution, also some who use two or all three solutions parallel. Once the new platform is live, we will, given our customers' interest, move them to the new unified platform.

What's Adtech's strategy here?
The new platform will combine the strength of the three leading solutions in each sector: Adtech's ad serving platform for display and video ads, Lightningcast's video handling and scheduling capabilities, as well as the mobile ad serving solution from [recent AOL purchase and mobile ad network] Third Screen Media.

These three solutions combined in one user-friendly front-end with one consolidated reporting equals a versatile solution. It's not that we invented the wheel another time as others do, but that we put together three leading, proven solutions to get ad serving to the next level.

How will it work for mobile?
It will work the same way as Third Screen Media's solution, just seamlessly integrated in one front-end with display and video.

Anybody else doing something similar?
Not that we would be aware of it. The normal strategy seems to be to invent the wheel again and again -- we try to utilize the tremendous knowledge in Adtech and our sister companies Lightningcast and Third Screen Media to combine solutions.