RALEIGH, N.C. -- Due to a court ruling against Microsoft, changes affecting the display of active content, which requires Active X controls, will be made in Internet Explorer 7.0. Today, Accipiter announced that its AdManager V7 ad serving platform is the industry's first to solve the imminent problem of serving active content ads (i.e., Flash, Shockwave, QuickTime, RealAudio, Java applets, and others) in compliance with guidelines put forth by Microsoft and Macromedia. Using AdManager V7 and by making a few simple modifications to their ad calls, Accipiter customers have a solution to serve ads without interference.
The latest version of IE, due out later this year, will stop content from loading each and every time the new browser encounters active content requiring the user's approval before loading continues. This poses a great challenge to publishers who use active content on their sites' as visitors may be annoyed by the warning window and will have the option to stop the ads from loading altogether. In anticipation of the changes, Accipiter developed a solution over the last several months that will deliver active content without the annoying prompts.
"Although it's unclear what impact this will have on the industry as a whole, we want our customers to be prepared for this potential browser issue," Brian Handly, CEO, Accipiter, said. "In the worst case scenario, this interruption of content loading could be catastrophic to online publishers who rely heavily on active content in their ads-at a minimum, it's a nuisance to site administrators and site visitors. Our customers rely on us and our industry leadership to ensure they are ready for the ever changing standards and technologies the industry throws at us."
Accipiter AdManager V7 is the seventh generation of the company's flagship online advertising technology. It enables publishers and e-marketers to increase revenue derived from advertising programs through precise targeting, scheduling and reporting.
About Accipiter
Since 1996, Accipiter has been serving the online marketing and publishing industries. Headquartered in North Carolina, and with offices in the UK, Italy, Scandinavia and Singapore, Accipiter AdManager-driven solutions are in use by over 300 customers in 26 countries worldwide. Accipiter executives are considered early thought leaders and are working to drive industry standards through work with organizations including the Internet Advertising Bureau and the Online Publisher's Association. The word Accipiter (pronunciation: ak-'si-pi-ter) depicts hawks with keen vision, swift wings, and on-target flight patterns. For more information, please visit www.accipiter.com.
