Woodland Hills-based FatTail , a developer of software for managing online advertising for web publishers, announced today that it has launched a new, self-serve display ad selling system called PageGage Direct. According to FatTail, the new software allows advertisers to book ads, including banners, rich media, video, and mobile ads, on publisher web sites. The new software is a web-based system which allows advertisers to browse available inventory and book their own advertising, and is FatTail's first move into self-service ads. The firm's prior products

Woodland Hills-based FatTail , a developer of software tools for publishers to manage their advertising sales efforts, said over the weekend that the firm has launched a new product, PageGage RAFT, which will allow publishers automatically buy search traffic. The firm's product creates keywords and links into search engines to drive more visitors to specific pages on a publisher's website, so that the meet the traffic goals of their advertisers, who typically commit to a certain ad budget and impressions--all which are driven by web page traffic. According to the firm, the new tool combines ad contract data and website content information to help publishers boost traffic to fulfill their advertising contracts.

Late last year, we had the chance to talk with Velocity Interactive's Ross Levinsohn about their investment in Woodland Hills-based FatTail (www.fattail.com). We have hundreds, and hundreds of web sites where their ad inventory is being managed by the product. That was the foundation for FatTail in 2001. I At the time, the firm was working on--but not talking about-- their next generation product, which the company announced yesterday. We spoke to Steve Pelletier , the firm's Founder and CEO, about the new product: Tell