ClickZ: CheckM8 Launches Ad Server

Rich media firm CheckM8 is about to launch an ad server to compete with DoubleClick and 24/7. Many rich media firms were forced to create their own ad servers early on, lacking serving support from an oligarchy of commonly used server companies that generally sold their own media.

CheckM8's new server claims an advantage in having one "smart" tag that is able to report on multiple elements on a page, as opposed to multiple tags that each create a different call to the server.