Direct Line Blog

Ad networks plus e-mail equals fiesta

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If you launch an ad network, throw a party at ad:tech and people will notice. Both Datran Media and the Rubicon Project followed this rule and it seemed to work. Datran took the early road –dinner, shots of tequila and dirty jokes—and the Rubicon Project picked up the action with a post dining soiree –trapeze acts, a great DJ and more shots of tequila.

So what is all the celebrating about? For Datran Media it is the establishment of its new ad network division the Aperture Network, a predictive targeting  technology that combines transaction-based behavioral data and demographic data-- including e-mail data. This very much keeps in the theme of personalization that has been uttered throughout ad:tech.

The Rubicon Project is also trying to make online ads more personal with the launch of its new free ad server for Web site publishers. The new server is designed for publishers looking to manage multiple ad networks in one platform.

Interestingly, this firm was founded by Frank Addante, an early member of StrongMail, one of the sponsors of tonight’s party. It seems that the combination of e-mail and ad networks is something to drink tequila to…
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