Atex has announced a partnership with Bloom Digital Platforms to build the company’s AdGear ad serving, targeting and online inventory management technology into its digital product suite. Atex says the integration with its advertising and web content management system will allow it to build what it claims will be industry’s first end-to-end platform for digital ad booking, serving, targeting, analytics and billing. Lower operating costs and faster implementation is promised, and Atex says manual double-entry of advertising information across systems will be eliminated. Head of global product management and marketing Peter Marsh says its Web CMS and Advertising suite is already proving itself: “As publishers look to further add value by increasing online advertising revenues, it became apparent to us that the current ad serving technologies do not provide enough flexibility. “Ad formats are too rigid. Contextual advertising is limited. And, it is difficult to connect user data and personalization between the ad server and the Web CMS. With AdGear, Atex empowers its customers to generate greater ad revenues per page through hyper-contextual advertising that is highly relevant, personalized and linked to local, trusted editorial content.” The Atex Web CMS shares metadata with AdGear, improving the redistribution of unsold inventory. It also facilitates future Atex and AdGear roadmap initiatives for real-time bidding to sell, acquire and exchange inventory. AdGear supports new and evolving ad formats including Apple’s new iAds mobile platform, and publishers can reduce their reliance on ads coming from ad networks that typically generate lower CPM rates and often degrade the media company’s brand, the company says.