Reed Business, the business division of Reed Elsevier Group PLC, will deploy AdConductor, Burst Media's ad management solution, the companies announced.

Reed, which publishes 135 B2B magazines, will now be capable of creating - across multiple sites - a standardized system that will support different levels of campaign targeting. As a result, Reed will be able to sell run-of-network campaigns, or target individual sites and channels. AdConductor will also integrate Reed's order entry, campaign management and traffic tools into a unified system.

AdConductor Enterprise will be customized to integrate with Reed's existing CRM system to provide a single point of data entry that will encourage use of the CRM tool among Reed's sales team.

AdConductor will also provide Reed's sales management with sites that allow them to review the advertising and financial performance of each magazine.