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BizReport : Email Marketing : February 27, 2012

MailChimp, SilverPop, Brightwave sign on for LiveCertified program

A new program available from LiveIntent should help email marketers reach the right consumer at the right time - the real time, if you will. Through the new LiveCertified program, email service providers (ESPs) can offer their clients the ability to implement real time ads through email.

by Kristina Knight

LiveIntent offers the first real-time display platform for email marketers, allowing marketers and publishers to buy and sell inventory just like display inventory is bought and sold. Early adopters of the program include ESPs Adestra, BrightWave, Email Predict, MailChimp and SilverPop.

"Email is the most direct and personal advertising medium available to marketers, but publishers have been frustrated by the challenge of monetizing this valuable email ad inventory as easily as their websites," said Ed Vincent, CEO of Email Predict. "LiveIntent's offering has allowed us to align our growth goals with our publisher clients who have long regarded email as a cost center."

"We're committed to working with all members of the email ecosystem to help prove to the larger marketing community that email remains the true killer app for publishers, advertisers and consumers," said LiveIntent COO Dave Hendricks. "The LiveCertified program is meant to fully align the revenue and ROI goals of ESPs, publishers and advertisers while bringing value in terms of well-targeted ads to consumers."

Through the offering clients can implement LiveIntent LiveTags, make real-time ad decisions and remain on the cutting edge of ad technology and offerings through the platform. The offering doesn't require users to use add-ons. LiveIntent vets parameters and implementation plans prior to campaign launch; the platform also certifies that able to use the real time buying and selling offerings.

Tags: email content, email marketing, email service provider, LiveCertified, LiveIntent, real time advertising

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