Two divisions of CMGI ad company Engage
announced new agreements Tuesday, giving two startups access to the
company’s ad targeting and database profile products.
Content network Total Sports
will license Engage Enabling
Technologies‘ AdBureau technology, which helps Web sites manage the
scheduling, targeting, delivery and reporting of online banner ads.
Financial terms of the deal were not disclosed.
Total Sports will use the system to manage online ad programs across
the more than 100 sites across its network, which includes TotalBaseball.com, Golf.com, TotalCollegeSports.com, TotalHockey.com and TotalSportFishing.com.
“Now, we are offering our advertisers a similar experience in that
they can connect with their audiences on a more personalized, unique
level,” said Colin Boatwright, chief technology officer for Total
Sports.
“With its ability to get the most out of campaigns through measuring,
targeting and delivering ads, we believe that Engage AdBureau will help
us do this like no other tool available,” Boatwright said.
Total Sports also said it will also use the ad company’s Engage
Knowledge database of anonymous user profiles and behavior to target ads
to visitors in conjunction with AdBureau.
“With an outsourced, flexible solution such as AdBureau, Total Sports
will be able to allow their advertisers to get to know these varied
tastes and target their ads more effectively, increasing the value of ad
space on Total Sports’ sites,” said Kimo Kong, general manager, Engage
Enabling Technologies.
Engage also announced a second strategic alliance Tuesday, in which
it will provide online marketing technology company Angara with data derived from its
Engage Knowledge database.
Anagara, in turn, will use this information with its products, which
help e-commerce sites identify and serve personalized content to unknown
or first-time visitors.
“This agreement allows us to demonstrate the flexibility of Engage
Knowledge to improve marketers’ analytical and e-commerce efforts
through both targeted advertising and content, and is a testament to the
proven effectiveness of the database,” said Engage president and chief
executive officer Paul Schaut.
Terms of the deal also specified that Engage and Angara will
cross-promote their products and services to clients, although financial
details were not released.
“The combination of Angara’s innovative e-marketing services and
recommendations on user-interest derived from Engage Knowledge provides
e-businesses with a powerful solution for delivering Web site content
that is relevant and promotes customer acquisition and retention,”
Schaut said of the pair’s cross-promotional agreement.
