DoubleClick to Employ Mediaplex MOJO Technology

DoubleClick Inc. formed a strategic alliance with e-business marketing company Mediaplex Inc. “to bridge the gap between non-personally identifiable online targeting data and an advertiser’s product data.”

DoubleClick said advertisers will be able to leverage timely back-end product information, including pricing and inventory availability, and synchronize it with online marketing initiatives to maximize return on investment.

DoubleClick’s DART for Advertisers (DFA) targets ads based on a company’s online marketing objectives and provide campaign measurement across the sites on which the advertising appears. Through Mediaplex’s Mobile Java Objects technology (MOJO), advertising messages can be changed based on relevant product information appropriate to a specific site visitor.

“Mediaplex’s MOJO platform is a competitive first, and offers clients a clear advantage in the promotion of their products and services on the Web,” said Kevin O’Connor, CEO of DoubleClick. Financial terms of the alliance were not disclosed.

“DFA will identify the consumer, while MOJO enables advertisers to create the most relevant and effective messages in real-time based on pertinent product data and ad campaign results,” said Gregory Raifman, chairman and CEO of Mediaplex.

Mediaplex’s proprietary technology platform delivers dynamic banner messaging based on enterprise information. In addition, Mediaplex provides comprehensive e-business marketing services, including campaign and banner management.