As part of a nationwide expansion drive, Los Angeles-based AdNet Strategies
has changed its name to Latitude90
and formally launched
adMonitor, its proprietary tracking and serving solution.
“When AdNet Strategies was first established, the Internet advertising
industry was still in its infancy and it was necessary to choose a name that
implied how our company related to the Internet,” said co-founder and CEO John
Bohan. “Today, the Internet is an established communications medium and the
online advertising industry is experiencing phenomenal growth. It is no longer
necessary to use the words ‘ad’ or ‘net’ to convey a company’s online
involvement. With Latitude90, we now have a unique, recognizable
name with longevity.”
Latitude90 literally represents the northern and southernmost regions of the
earth, signifying a worldwide reach, the company said.
Established in January 1996, Latitude90 has partnerships with more than 20
premium Web sites, including the N2K family of sites, Zip2, 100Hot, Ain’t It
Cool News, Hollywood.com, MaMaMedia, BigYellow, Fitness Online, Wall Street
City and fastWeb.
The company says it has been profitable since its inception.
Latitude90’s adMonitor is its proprietary ad tracking and serving software. By
with Exodus Communication, a provider of Internet system and network
management solutions, Latitude90 said it is able to take full advantage of
adMonitor’s flexibility and scalability. Other Exodus benefits include high-
performance connectivity, bandwidth and systems management, 24-hour
monitoring, and physical and electronic security.
Latitude90 said it plans a year-long branding campaign that includes print,
direct mail and online elements.