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BizReport : Ecommerce : January 12, 2012

Moves could give online marketers more options

A few moves in the online space may change the way brands and consumers get together. From data collection to video, these moves could impact how brands engage with and offer information to a growing online community.

by Kristina Knight

First, PK4 Media, a premium ad network and publishing company, is acquiring JSFOUR, a media tech company; the two have been working together to create the Bishop Video Platform. That platform helps publishers control the costs of online video and also connecting publishers with advertisers directly. Basically, it means publishers control more of their product.

"When JSFour showed us their low cost and streamlined method for publishers to add video their site, light bulbs went off instantly," said PK4 Media CEO and Founder, Tom Alexander. "We knew that the publishers we have relationships with would benefit from this platform, and any costs would be offset through our brand partners. We acquired the technology almost immediately."

And, from HookLogic, a new hire. Jeff Griffin, co-founder of Shopper Sciences, has been named president of retail with the ecommerce media company. Griffin is expected to add value

"I follow the shopper. The shopper has moved online. While many purchases still occur offline, my recent work has proven that the shopper decision process has truly migrated online. Money also follows the shopper, which is why e-commerce media is among the most important growth areas in retailing today," said Griffin.

Finally, Precise, a leading provider of business information in the UK, has tapped Connotate to help with data collection. Through the agreement Precise will use Connotate's Agent Community tool to ensure users have access to solid online data.

"We use an array of tools yet we could not solve the problem of quickly gaining access to the new sources that our customers demanded without Connotate," said Tony Prime, Chief Information Officer of Precise. "Agent Community offers not only the functionality we needed to extract and deliver customized information but also gives us the additional benefit of providing us with accurate results via its easily configurable interface."

Tags: ad content, Connotate, HookLogic, online advertising, online data collection, online video, PK4 Media, video content

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