• by Gavin O'Malley  @mp_gavin, December 6, 2011

Bolstering its streaming services, WPP’s 24/7 Real Media has acquired video ad software and services company Panache. Financial terms of the deal were not disclosed.

24/7 plans to fully integrate Panache’s digital video ad technology into its Open AdStream ad management platform, giving advertisers greater reach and publisher selection.

“Panache’s technology capabilities and extensive selection of video ad formats are unmatched,” David Moore, founder, chairman and CEO of 24/7 Real Media, said Tuesday.

Along with rival ad firms, 24/7 has sought out new and more creative ways to connect digital ad dollars with premium online inventory. Most recently, it rolled out an expansion to Open AdStream dubbed 24/7 Connect. 

On the sell-side, the extension was designed to help publishers gain a single point solution for campaign and deal management with easier integration.

On the buy-side, the extension is supposed to help agencies and advertisers gain greater access to premium publisher inventory and audiences.

As a WPP company, 24/7 Real Media is well positioned to bring this automated technology offering to market, and service clients that navigate both sides of a fragmented buying equation. 

Since acquiring 24/7 Real Media in 2007, WPP has been gunning for DoubleClick, which was swallowed up by Google that same year.

24/7 now points to Open AdStream's integration with Omniture as its greatest market differentiator, along with its ability to support ad targeting on multiple platforms, such as mobile, video, online display and TV advertising.

Rather than focusing only on automating processes to buy a publisher's inventory at the least expensive cost, 24/7 focuses on building an "ecosystem," which can generate revenue for publishers.