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BizReport : Email Marketing : April 20, 2007
Datran Media launches first online market exchange
The first real-time market exchange, that enables advertisers to bid for CPA email distribution, has just been launched.
Marketers will now have the power to bid for placement, calculate performance and compete for media with the launch of Datran Media’s auction-style “Exchange Online” (EO).
By using inventory management platform “StormPost”, along with access to NetMargin, its affiliate network, Datran Media can pull together inventories from publishers and list managers.
Publishers will be able sell off any "remnant" inventory. Datran Media's chief marketing officer stresses that “Remnant e-mail just means unsold, it doesn’t mean less valuable."
A recent report from Forrester Research found that consumers who purchase from ads in emails spend 138 percent more than those who don’t buy through email.
"The most important forces in online media today are guaranteed ROI to the advertiser, together with relevance and benefits to the consumer," said David Carlick, co-founder of DoubleClick and a Datran Media board member. "The Datran Media EO exchange delivers both and is a great step forward in the mission to create the perfect matchmaker for advertiser offers and consumer interests."
EO will be launched at ad:tech San Francisco on April 26th.
Tags: auction, CPA, Datran Media, email marketing, market exchange
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