Mediaplex, AGENCY.com File for IPOs

Ad serving technology company Mediaplex and interactive agency AGENCY.com both have filed for initial public offerings.

AGENCY.com is seeking to raise $75 million; Mediaplex is seeking $70 million.

Goldman, Sachs & Co., Salomon Smith Barney, and Hambrecht & Quist are underwriting the AGENCY.com offering.

For the six-month period ending June 30 of this year, AGENCY.com reported revenues of $30.39 million with a net loss of $411,000. The company claimed pro forma revenues of $33.99 million for the same period last year, with a net loss of $10.63 million.

Mediaplex markets its Mojo technology — short for mobile Java objects — which can quickly change graphics, content and placement of online advertisements so they are tailored to the characteristics of the viewer. Clients include Datek Online Brokerage Services Corp., OfficeMax Inc. and ShopNow.com and advertising agencies such as McCann- Erickson and Groupe Publicis SA’s Publicis & Hal Riney.

For the six months ending June 30, the company reported a loss of $5.2 million on revenue of $7.3 million. During the same period last year, Mediaplex lost $1 million on revenue of $1.52 million.

The company hired Lehman Brothers, SG Cowen, U.S. Bancorp Piper Jaffray to underwrite the IPO.