Tech Firm Buys Ad-Trax DRTV Response Tracker

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WENR Corp., a Los Angeles-based technology holding company, said yesterday that it bought a controlling interest in direct response television tracking software maker Ad-Trax.

Terms of the acquisition were not released. Ad-Trax's self-titled software system is designed for use by DRTV agencies in long- and short-format media buying and to provide flexible reporting and analysis.

The Ad-Trax system is designed to integrate DRTV and Internet transactions into one database, WENR said. Ad-Trax plans to use demographic information gathered by another WENR holding, ScreenFriends, to assist in the targeting of DRTV commercials.

Ad-Trax has signed two major advertising clients and will charge about $10,000 for use of its technology, according to WENR.

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