Engage, Everypath Team to Tackle Wireless Marketing
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CMGI's (CMGI) Engage Technologies (ENGA) on Wednesday joined with Everypath, a wireless application service provider, in an alliance to develop ad serving solutions that can be viewed on a wide variety of wireless devices.
Engage's sister company, AdForce, recently unveiled the beta of a product called AdForce Anywhere, which allows for wireless ad serving. The company expects to eventually expand the technology so that it can serve ads on a variety of other platforms -- interactive TV, broadband, etc. Rival 24/7 Media (TFSM) is also experimenting with wireless ad serving in Europe, and plans to nable 24/7 Connect for different platforms.
This latest deal makes Engage the preferred provider of Internet marketing services to Everypath's network of wireless content sites. This means Engage will be able to deliver banner and interstitial ads, as well as other types of marketing efforts, to this network.
Engage also agreed to resell Everypath's wireless technology solutions to its clients.
"Engage and Everypath are going to provide them with solutions that will not only help them get these messages to people, but do so in a way that's targeted to the interests of the consumer."
Everypath's technology translates HTML Web sites into a format where they can be read by wireless devices. Although the company hasn't announced many content partners so far, it has agreed to help E-Trade translate its site for wireless access.