Mediaplex, Inc. announced that it will integrate its real-time online media buying solution with the Ariba business-to-business e-commerce solution. This integrated solution will provide businesses with an automated system for placing, tracking, changing and managing online advertising placements and expenses by leveraging the approval workflow and Internet order routing capabilities of the Ariba ORMS application and Ariba Network platform. The Mediaplex-Ariba integrated solution will utilize Mediaplex’s new technology, adXML, to enable advertisers and Web publishers to transmit and acknowledge advertising insertion and change orders in real time. Mediaplex and Ariba are working together to make adXML an open standard, and are sponsoring an adXML.org Web site to provide more information. The adXML committee, which includes Boris Putanec, Ariba software architect and a primary contributor to the cXML standard, and Art Scott, Mediaplex’s adXML project manager, is also working with a number of advertising standards groups, including international groups such as FOGRA to assist with print standards in Europe. www.mediaplex.com.

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