E-mail marketer ClickAction
and MediaPlex Inc.
on Thursday forged an alliance to combine their
technologies, and deliver targeted opt-in e-mail ads that can draw on
database information to deliver the appropriate message.
ClickAction’s technology can use customer profile information in a
marketer’s database to make sure an ad is targeted. MediaPlex’ MOJO ad
serving system, for its part, can look at inventory levels and other
back-end business data to tailor the advertisement to current business
conditions. If an item is overstocked, for example, it might be offered at
“The technology not only ensures that the content is fresh, at the moment
it’s opened, but MOJO also keeps the content in harmony with the key supply
and demand variables that drive the sender’s business,” said Sam Guyton,
Mediaplex’s vice president of strategic partnerships.