Mariposa Media debuts e-mail exchange marketplace

Mariposa Media has debuted Mariposa Marketplace, an e-mail marketplace that connects advertisers with e-mail publishers who will target and distribute offers to consumers.

The Mariposa Marketplace gives publishers offers from advertisers that will be most relevant to the target audiences by handpicking advertisers and publishers to make a match. It does so in real time to keep up to date on current campaigns.

"We launched the e-mail marketplace to take advantage of the clear market trend of creating efficiencies for buying and selling online advertising," said Rodrigo DeGuzman, co-founder of Mariposa Media, San Francisco, CA.

"Specifically, the online advertising industry is back in a strong way, which creates so many opportunities for both advertisers and publishers that the advertisers don't know where to go to distribute their message or offer, and the publishers find themselves testing too many e-mail offers and not running enough," he said.

Similar marketplace models have been seen recently, including Datran's EO media exchange. There have also been partnerships between AOL and Google and DoubleClick and Right Media. Mariposa Media takes a similar approach for advertisers who wish to incorporate various marketing media with e-mail.

Advertisers are pre-screened and publishers have access to Mariposa Marketplace's technology, designed to optimize network infrastructure and boost deliverability while ensuring CAN-SPAM compliance.

"Our first step is to make sure that the advertiser's message will be well received based on content and offer by the publisher's consumers," Mr. DeGuzman said. "We do that by maintaining a Market Insight database that is populated with data shared by both the advertiser and the publisher."