FindWhat, Espotting Rebranded MIVA

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Search engine FindWhat.com and its divisions -- including pay-per-click marketer Espotting Media and Miva Corp., an e-commerce solutions company -- are rebranding as MIVA Inc., the firm said yesterday.


The firm, which will remain based in Fort Myers, FL, will be the largest independent performance-marketing network, according to MIVA.


MIVA is launching a seven-figure global marketing campaign to support the rebranding.


"Unifying these divisions under the single brand MIVA will help current and prospective clients more fully understand ... the complete range of services the company offers to both large and small advertisers," said Greg Sterling, program director with The Kelsey Group, Princeton, NJ, an independent research firm.


The rebranding will not change any of the services offered by various FindWhat brands, including its AdRevenue Xpress ad targeting program.


Chief marketing officer Seb Bishop said FindWhat executives wanted the company's name to be the same across its brands and across countries.


The new MIVA will operate under three divisions: MIVA Media, MIVA Small Business and MIVA Direct. MIVA Media, consisting of the former FindWhat.com and Espotting brands, will manage the company's ad networks, including AdRevenue Xpress, Pay-Per-Click and Pay-Per-Call as well as private-label initiatives.


MIVA Small Business, formerly Miva Corp., will focus on developing integrated marketing and business solutions based on the current MIVA Merchant platform that includes merchant storefronts, payment processing and logistics management.


MIVA Direct, formerly software company Comet Systems, will provide desktop software, letting businesses use private-branded toolbars on their site as well as help businesses improve site performance.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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