AdNet Strategies Changes Name to Latitude 90

As part of a nationwide expansion drive, Los Angeles-based AdNet Strategies has changed its name to Latitude90 and formally launched adMonitor, its proprietary tracking and serving solution.

“When AdNet Strategies was first established, the Internet advertising industry was still in its infancy and it was necessary to choose a name that implied how our company related to the Internet,” said co-founder and CEO John Bohan. “Today, the Internet is an established communications medium and the online advertising industry is experiencing phenomenal growth. It is no longer necessary to use the words ‘ad’ or ‘net’ to convey a company’s online involvement. With Latitude90, we now have a unique, recognizable name with longevity.”

Latitude90 literally represents the northern and southernmost regions of the earth, signifying a worldwide reach, the company said.

Established in January 1996, Latitude90 has partnerships with more than 20 premium Web sites, including the N2K family of sites, Zip2, 100Hot, Ain’t It Cool News, Hollywood.com, MaMaMedia, BigYellow, Fitness Online, Wall Street City and fastWeb. The company says it has been profitable since its inception.

Latitude90’s adMonitor is its proprietary ad tracking and serving software. By teaming with Exodus Communication, a provider of Internet system and network management solutions, Latitude90 said it is able to take full advantage of adMonitor’s flexibility and scalability. Other Exodus benefits include high- performance connectivity, bandwidth and systems management, 24-hour monitoring, and physical and electronic security.

Latitude90 said it plans a year-long branding campaign that includes print, direct mail and online elements.