Netbiscuits partners with Ringleader Digital for ad technology

By Mickey Alam Khan

July 20, 2009

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Netbiscuits, a platform provider for mobile Web sites, has struck a deal to use Ringleader Digital technology.

Per the agreement, Netbiscuits will use Ringleader's RLD Spark Server ad serving platform and RLD Network Manager to help optimize ad revenues for mobile Web sites.

"Up until now, Netbiscuits clients could only use a single ad network to monetize their sites," said Mark Pearlstein, senior vice president of business development at Ringleader, New York.

"This deal covers the RLD Network Manager, which will enable Netbiscuits' premier clients to optimize revenue across multiple networks in a participatory-monetization model," he said.

RLD Network Manager features several optimization algorithms to maximize revenue on CPM and CPC networks, Mr. Pearlstein said. It supports flexible business models such as "first chair."

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For its part, this deal will allow Ringleader clients to optimize, publish and deliver Web content to mobile devices through the Netbiscuits platform.

Tapping the Ringleader RLD Spark Server platform will let Netbiscuits publishers add ad formats including rich media to their mobile Web sites.

Ringleader claims RLD Spark Server is a carrier-grade, scalable third-party mobile and new-media server with targeting, tracking and reporting capabilities. It is said to integrate with mobile and online ad networks for publishers to offer multichannel access to advertisers.

Netbiscuits works with brands such as eBay, Yahoo and MTV, as well as agencies such as Isobar and Razorfish and the AdMob mobile ad network. The Reston, VA-based company claims to serve more than 1 billion pages per month.