On-Demand Ads on Atlas’ Shoulders

aQuantive Inc.’s Atlas unit Thursday announced the launch of its Atlas On Demand division.

The digital-marketing-technologies firm said the new division will focus on delivering advertising-campaign management and measurement solutions for the emerging on-demand television-advertising arena.

Former Time Warner Cable, U S West Inc. and MediaOne Group Inc. executive Scott Ferris will lead the division as senior vice president and general manager. And VP of business development joined Atlas from C-COR Inc., where he was most recently in charge of market development for the company's on-demand and digital-advertising solutions.

“On-demand advertising represents a powerful and measurable channel that is both an immense opportunity for and challenge to existing television-advertising models," Atlas president Ona Karasa said in a prepared statement.

“We've learned from working closely with the advertising community that providing a comprehensive set of work-flow and reporting tools can have a mutually beneficial impact on the growth of a new medium,” Karasa added. “We believe Atlas is in the best position to break down the complexities and provide our customers with the technology and analytics that will help to accelerate the growth of on-demand advertising.”