Today we're launching a beta of the Atlas Technology Partner Alliance (ATPA). ATPA is an important component of our ongoing mission to open the Atlas platform and to make it more flexible for our customers. The ATPA will allow advertisers and agencies to connect media management and creative tools from outside vendors to their current Atlas reporting system, regardless of whether they're using our native Atlas systems or a third-party. By integrating with a range of technology specialty firms, we can service a wider variety client demands while maintaining the utility of Atlas analytics to help track and manage advertiser campaigns in one place.

How does the Atlas Technology Partner Alliance benefit advertisers and agencies?

Clients will benefit from a greater selection of providers and tools, while collecting their data in one centralized place. What that means is:

· Integrated reporting: Partner performance is shared between the partner and Atlas allowing for sophisticated performance and ROI analysis across advertising formats, such as rich media and video, search and publisher sites.

· Flexibility and choice: The Partner Alliance gives clients access to some of the best solutions in the marketplace without compromising their data integrity by allowing advertisers to choose from a variety of technology providers while keeping their reporting on our platform.

We'll begin beta testing with a few rich media partners this month and will look to expand the beta to include more partners from many other online specialty areas.Be sure to watch this space for updates.

Interested in hearing about specific partners or participating as a beta client? Contact your Atlas representative.