Backwire and DoubleClick Join Forces
As part of its agreement with Backwire, DoubleClick, New York, said it will license Backwire's one-to-one customization technology and make it available to selected DARTmail Publisher customers. Backwire also will begin using DARTmail Publisher as its e-mail engine, replacing 24/7 Media, to deliver its e-mail newsletters, according to a DoubleClick spokesman.
Financial terms of the deal were not disclosed. DoubleClick would not say which clients would be testing the new system.
"Backwire's one-to-one content targeting technology will give DARTmail customers access to a unique new method for targeting to improve the performance of their newsletters in generating ad revenue and driving visitors to their site," Court Cunningham, vice president of DARTmail technology, said in a statement.
Backwire, Alexandria, VA, unveiled its customization technology in the third quarter of this year. Backwire said it can aggregate consumer preferences, behavior and demographic data and match content, commerce and advertising to specific customers. The company said it has 3 million subscribers to its opt-in e-mail service.