Mediaplex/Organic Deal To Boost Ad Campaigns

Internet professional services firm, Organic (Nasdaq: OGNC) Thursday announced a deal with Mediaplex (Nasdaq: MPLX) that will help Organic’s clients with their online and offline advertising campaigns. Terms of the deal were not disclosed.

San Francisco-based Mediaplex’s proprietary MOJO technology platform can automatically configure messages in response to real-time information from a marketer’s enterprise data system.

Organic expects to take MOJO and integrate online campaign results with their clients’ in-house data. The result is that Organic’s clients will be able to spot trends and make strategic decisions regarding both online and offline marketing initiatives.

“As we continue to deliver high-quality, real-time, and measurable marketing campaigns for our clients, Mediaplex’s solutions support Organic’s existing mission to help clients optimize operations, attract customers, improve retention and loyalty, sustain and grow revenue and bottom line profit,” says Organic CEO Mark Kingdon.

Anything to help the sagging Internet ad market would be appreciated, says San Francisco-based Organic, whose clients include DaimlerChrysler, Federated Department Stores, Tommy Hilfiger, Washington Mutual, PlayStation.com (America) and Target.

A recent Goldman Sachs Online Media Barometer (OMB), a consolidated metric of the level of online media activity of traditional advertisers on portals, marked its first decline in four months.