DeltaClick Debuts Pay-for-Performance Marketing Network

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DeltaClick Inc. has unveiled the Marketer's Performance Network, which is designed to give online marketers a measurable, action-oriented alternative to cost-per-thousand-based Web advertising.


The network combines a suite of tools that allow contextual ad targeting, performance-based pricing and text messaging services.


The centerpiece of the DeltaClick network is a Web browser plug-in, its Related Links utility that suggests pages similar to the one a user is visiting. The goal is to deliver targeted offers, ads and news based on the site that the user is visiting. For example, if someone is on a travel site such as Expedia.com, the plug-in will bring up sites and offers for travel services and information.


"DeltaClick is built on the concept that effective performance-pricing solutions are technology driven, not media driven," said Greg Stuart, DeltaClick's CEO.


He said that even though a number of companies offer similar targeting services -- such as Gator.com and Dash.com -- what separates DeltaClick from the pack is that its technology can be embedded in Web applications such as instant messaging and chat.


Stuart said DeltaClick's Related Links utility allows marketers to deliver messages that can be segmented based on the Web page a user is visiting, a site or category being visited, and surfing behavior or preferences. It also can target based on user-supplied demographics or a specific URL. Marketers also can input a brief text message next to their site link or special offer.


DeltaClick, San Francisco, said it has 2,000 advertisers in its network and seven distribution arrangements with advertisers, reaching more than 820,000 users.


Stuart also said DeltaClick is considering working with Netcentives to start an opt-in e-mail program that can be targeted anywhere and would let marketers set their own price.


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