Engage, Everypath Team to Tackle Wireless Marketing

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.

“With the advent of pervasive computing technology, there are so many
outlets where marketers can get their message across,” said Paul Schaut,
president and chief executive officer of Engage.

“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.