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BizReport : Email Marketing : December 01, 2011

LiveIntent takes email, makes ad inventory

A new offering from LiveIntent takes marketers email messages and creates premium ad inventory from the information. LiveIntent's technology allows publishers to insert banner ads into email messages, delivering those messages to targeted lists.

by Kristina Knight

"Email has been undervalued by the publishing industry, because the technology never existed to monetize it as effectively as traditional Web display," said Matt Keiser, CEO, LiveIntent. "If you're a publisher with a large and established list of email subscribers, you can take your email from being a cost-center to a profit-center with LFP."

Here is how it works: An advertising tag is placed in a publisher's email newsletter. LiveIntent's LiveTag inventory then requests an ad from LiveIntent's server and contextually targets the ad to the content; it also uses device and location information to target messages and ads. The platform is the first to give publishers management of 'house' ads and third party ads across newsletters.

"Setting up ad campaigns in email used to be an extremely labor intensive process, but LiveIntent for Publishers changes all that," said Charmaine Gonzales of The Denver Post, an early adopter of the platform. "LFP helps me schedule campaigns and target my audience just like I'm used to doing on my website. LFP saves ad ops time and money booking display campaigns in email newsletters."

The platform can also be used to help publishers drive website visits, subscriptions, app downloads or other marketing goals through this type of advertising.

LiveIntent works with publishers, ad agencies and direct with advertisers.

Tags: display ad in email, email ads, email content, email marketing, email trends, LiveIntent

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