Direct Media to Market I-Behavior Co-Op

Share this article:
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.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.