Burst Media Plans DM Ad Network

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Online ad network Burst Media today plans to launch a separate ad network for direct marketers, Burst Direct.

The Burst Direct network will focus on a broader reach than Burst Media, serving 1 billion monthly ad impressions across about 700 publishers. The traditional Burst Network lets advertisers plan campaigns across specific target audiences using demographics, behavioral targeting and site lists.

"Brand marketers have a certain set of requirements [including] transparency and detailed, niche markets," said Jarvis Coffin, CEO of Burst Media, Burlington, MA. "Direct marketers benefit from having broad reach and affordable, measurable inventory."

Burst Media's publisher network includes Christian Science Monitor and Financial World.

About a dozen advertisers have tested the Burst Direct ad network in the past month. Burst does not yet have results from those campaigns.

"What we're trying to do is see where we need more inventory in which channels," said Andi Schneiter, vice president of Burst Direct.

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