and Wolverine Web Productions, a
Michigan-based provider of interactive media planning and buying services for
agencies and advertisers, entered into an exclusive relationship for ad
serving and reporting.
Under the agreement, Louisville, CO-based MatchLogic, an online advertising
management services firm, will become the exclusive online ad management
service for Wolverine.
The arrangement includes a provision allowing Wolverine to pool its ad buys
to enable all of its clients, large and small, to benefit from MatchLogic’s
advanced banner serving, tracking and reporting capabilities. Financial
details were not disclosed.
Wolverine’s arrangement with MatchLogic allows it to serve banners through
MatchLogic for all its clients across a very wide range of sites and niche
MatchLogic consolidates all online ad campaign management functions into one
integrated system. Advertisers and their agencies deliver insertion orders
and banner ads electronically to MatchLogic’s headquarters where a dedicated
customer service team uses proprietary targeting software and reporting
systems to maximize campaign performance.
Wolverine has billings of more than $1 million annually and employs a staff
of seventeen. Clients include Fallon McElligott, Andromedia, Media One and
Better Homes & Gardens.