Mediaplex Partners with SoftCoin

Marketing and technology company Mediaplex Inc. formed an alliance with SoftCoin, a privately held
business-to-business e-commerce company.

The alliance “will further enhance Mediaplex’s sophisticated dynamic
messaging capability for online advertising campaigns” by integrating
SoftCoin’s off-line purchasing data with the online purchasing data accessed
by Mediaplex’s technology, the company said.

“The Mediaplex/SoftCoin alliance promises to be a powerful online messaging
tool due to the capabilities each company’s proprietary technology brings to
the table,” said Greg Raifman, Mediaplex’s CEO.

“Mediaplex’s MOJO platform has the unique capability to serve a targeted
online message determined by enterprise-based business rules, including the
site visitor’s profile, the advertiser’s business data (such as product
inventory and pricing), and the online campaign’s performance.

Based on these business rules, MOJO serves the most appropriate ad to a specific viewer in
real time. The SoftCoin relationship will allow MOJO to target users based on
their off-line behavior patterns, and provide a much more relevant message to
the user.”

SoftCoin uses its targeted marketing system to aggregate consumer
demographic, psychographic and purchasing data. Financial arrangements
between the companies were not disclosed.

Mediaplex clients include OfficeMax.com, ShopNow.com, Tickets.com,
1800DAYTRADE.COM, and advertising agencies including McCann-Erickson/A&L and
Publicis & Hal Riney.

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