24/7 Media Signs to Use Naviant Precision Marketing

Ad network 24/7 Media Inc.signed a deal with Naviant, a precision marketing company, giving 24/7 Media rights to Naviant’s data for the purpose of serving one-to-one banner ads.

Naviant’s database marketing expertise will be used to augment 24/7’s Profilz, a database of user information for delivering targeted Web and email advertising.

Financial arrangements were not disclosed.

The relationship allows both companies to “cross pollinate” each other’s databases, making them more robust together than they would be individually.

Naviant will take advantage of 24/7 Media’s network to allow its customers to reach specific audiences.

This is the first time that clients of Naviant and 24/7 will be able to send targeted communications to both current customers and prospects on the Internet, based on their actual identity, as opposed to clickstream behavior, the companies said.

“True targeting on the Web becomes more of a reality every day and our relationship with Naviant allows us to provide our customers with the best solution in terms of targeting the audiences they want to reach,” said David J. Moore, president and CEO of 24/7 Media.

24/7 Media says it represents more than 2.5 billion ad impressions per month on more than 300 high-profile sites covering more than 20 countries.

Naviant, with a database of 12.1 million Internet households, offers precision marketing products and services that cover four primary areas: e-Registration, e-List Services, e-Targeting, and e-CRM (Customer Relationship Management).