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BizReport : Advertising archives : April 20, 2009

Erik Matlick launches lead generation ad platform

There is a new player in town for marketers and publishers interested in lead generation. Erik Matlick, founding of PPC ad network IndustryBrains, is launching MadisonLogic this week, along with lead generation ad platform LeadFocus.

by Kristina Knight

LeadFocus helps both marketers and publishers create a stronger base of targeted traffic; as all marketers know getting the right traffic to the right destination at the right time is the key to any advertising campaign. Marketers can use both contextual and behavioral targeting, manage ad inventory and provides analytics for lead delivery.

"We have approached the emerging market need for lead generation advertising with a technology that optimizes every opportunity to generate a quality lead within publisher's web content," Erik Matlick, CEO said. "We are using best practices from contextual and behavioral advertising and blending it with traditional ad serving principles. Now publishers are able to offer lead generation advertising without the headache of managing it."

Several media companies have already signed on including PC Magazine, SourceForge, iMediaConnection, ClickZ, Security Focus and DMNews.

Madison Logic outside early stage investors include William Benedict, JR, CEO and Founder of Alpine Meridian, Geoff Judge, Mike Walsh, CSO of VerticalNet, Inc., Mike Perlis, SoftBank Capital and Ivan Inerfeld and Elke Wong, both members of Internet Capital Group. Before Madison Logic, Erik Matlick founded IndustryBrains; that company was acquired by Marchex.

Tags: behavioral targeting, contextual targeting, lead generation, online advertising

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