Direct Media to Market I-Behavior Co-Op

Share this content:
Direct Media Inc. yesterday said it would be the exclusive representative to the catalog and publishing industries of the I-Behavior co-op database for online marketers. Direct Media, Greenwich, CT, will receive an equity interest in I-Behavior, Harrison, NY, as part of the agreement.


I-Behavior's database combines offline and online behavioral data about direct-channel buyers. The company also offers other related customer-acquisition services.


Direct marketing innovator Lester Wunderman, founder of advertising firm Wunderman Cato Johnson, now called Impiric, is chairman of I-Behavior. Both DMI and I-Behavior are privately owned.


"We were looking for a way to re-enter the co-op market," said Dave Florence, CEO of Direct Media, in a prepared statement. "I-Behavior's behavioral approach and online technology provide the perfect complement for our existing list business."


Direct Media, the world's largest list management and brokerage company, previously developed and operated SmartBase, which was sold to rival co-op Abacus Direct earlier this year by DMI's parent company, Acxiom Corp.
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here