ValueClick Unveils MOJO Publisher

Online ad network and technology player ValueClick is taking the wraps off its rebranded Dynamo ad server, henceforth known as MOJO Publisher.

The publisher-side ad server will be sold through ValueClick’s technology subsidiary, Mediaplex, which also markets the MOJO AdServer third-party ad server and MOJO Mail products.

Westlake Village, Calif.-based ValueClick rebranded the product shortly after it acquired Mediaplex in October, and had the smaller firm’s sales team represent Dynamo in addition to the MOJO products.

“This move … expands the set of solutions offered by these technology sales professionals and accelerates our ability to provide a strong technology alternative to large Web site publishers,” said ValueClick Chief Executive Jim Zarley in February.

Despite its new moniker, MOJO Publisher doesn’t include the dynamic database integration features of MOJO AdServer — which derives its name from “MObile Java Objects” and which can link with advertisers’ databases to provide real-time pricing and inventory information in ads.

The technology does offer tools like inventory forecasting, site statistics, impact analysis and real-time sales production reports, as well as an accounting system interface that automates invoicing and payments. MOJO Publisher also offers a suite of targeting features.

ValueClick also said MOJO Publisher technology serves more than 7 billion ads per month on its advertising network.

The formal introduction of MOJO Publisher means that Mediaplex now offers a complete suite of tools for Web publishers, online advertisers and e-mail marketers.

“Mediaplex’s strategy has been to provide a complete technology suite for online advertisers and publishers,” said Susan Alexander, sales director for MOJO Publisher. “With the success of MOJO AdServer and MOJO Mail, we are looking forward to offering publishers a one-stop solution for ad sales, ad operations, and finance.”

In addition to marketing ad- and e-mail serving products through Mediaplex — which has emerged as ValueClick’s primary ad technology unit — ValueClick also offers a host of different online marketing services through other subsidiaries.

Through its recent acquisition of Be Free, ValueClick can now offer clients cost-per-sale, affiliate marketing services and personalized recommendation technology. It can also provide additional cost-per-click, cost-per-lead and cost-per-acquisition media, made possible through the purchases of ClickAgents and; and lead-generation tools enabled by the acquisition of co-registration firm Z Media.

ValueClick also offers software to advertising agencies through its AdWare subsidiary, once a unit of Mediaplex.

ValueClick executives have speculated publicly about the possibility of using the company’s reasonably sizable cash position to fund another acquisition, but have declined to go into specifics.

One area in which the firm could be perceived as lagging is in e-mail list services. While competitors like DoubleClick have failed to make a successful go of such services, ValueClick already does a limited amount of business in the area. ValueClick also recently hired Andrew Jacobson, formerly head of DoubleClick’s U.S. media division, a group that includes newsletter and e-mail list services, which he had earlier helped to build.

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