Wolverine Signs With MatchLogic

MatchLogic Inc. 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 networks.

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.