DoubleClick Inc. formed a strategic
alliance with e-business marketing company Mediaplex Inc. “to bridge the gap between
non-personally identifiable online targeting data and an advertiser’s product
data.”
DoubleClick said advertisers will be able to leverage timely back-end product
information, including pricing and inventory availability, and synchronize it
with online marketing initiatives to maximize return on investment.
DoubleClick’s DART for Advertisers (DFA) targets ads based on a company’s
online marketing objectives and provide campaign measurement across the sites
on which the advertising appears. Through Mediaplex’s Mobile Java Objects
technology (MOJO), advertising messages can be changed based on relevant
product information appropriate to a specific site visitor.
“Mediaplex’s MOJO platform is a competitive first, and offers clients a clear
advantage in the promotion of their products and services on the Web,” said
Kevin O’Connor, CEO of DoubleClick. Financial terms of the alliance were not
disclosed.
“DFA will identify the consumer, while MOJO enables advertisers to create the
most relevant and effective messages in real-time based on pertinent product
data and ad campaign results,” said Gregory Raifman, chairman and CEO of
Mediaplex.
Mediaplex’s proprietary technology platform delivers dynamic banner messaging
based on enterprise information. In addition, Mediaplex provides
comprehensive e-business marketing services, including campaign and banner
management.