24/7 Real Media today announced its Rich Media Foundry, which streamlines the creation and trafficking of rich media advertising, according to the company. Rich Media Foundry product manager Tom Swenson said "the technology is designed to be (vendor) agnostic and scalable, with the ability to support any rich media format, including video, audio, mobile, DTV, and other emerging formats. "The technology fully integrates with Open AdStream 6, the company's ad management platform to minimize the work of campaign administration for publishers.

Rich Media Foundry features third-party rich-media vendor code templates, allowing publishers to import code to Open AdStream 6. An Ad Wizard enables the creation of customizable banners, pop-up ads, or layered ads. Pre-roll video is fully supported, including coordination with in-page units.

The technology also includes case management features that streamline the management of rich media vendors' ad product portfolio. Vendors can add new formats, enter modification instruction, and modify existing formats.