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Mediaplex Partners with SoftCoin

Marketing and technology company Mediaplex Inc. formed an alliance with SoftCoin, a privately held business-to-business e-commerce company.

The alliance "will further enhance Mediaplex's sophisticated dynamic messaging capability for online advertising campaigns" by integrating SoftCoin's off-line purchasing data with the online purchasing data accessed by Mediaplex's technology, the company said.

"The Mediaplex/SoftCoin alliance promises to be a powerful online messaging tool due to the capabilities each company's proprietary technology brings to the table," said Greg Raifman, Mediaplex's CEO.

"Mediaplex's MOJO platform has the unique capability to serve a targeted online message determined by enterprise-based business rules, including the site visitor's profile, the advertiser's business data (such as product inventory and pricing), and the online campaign's performance.

Based on these business rules, MOJO serves the most appropriate ad to a specific viewer in real time. The SoftCoin relationship will allow MOJO to target users based on their off-line behavior patterns, and provide a much more relevant message to the user."

SoftCoin uses its targeted marketing system to aggregate consumer demographic, psychographic and purchasing data. Financial arrangements between the companies were not disclosed.

Mediaplex clients include OfficeMax.com, ShopNow.com, Tickets.com, 1800DAYTRADE.COM, and advertising agencies including McCann-Erickson/A&L and Publicis & Hal Riney.