Tech Firm Buys Ad-Trax DRTV Response Tracker

Share this article:
WENR Corp., a Los Angeles-based technology holding company, said yesterday that it bought a controlling interest in direct response television tracking software maker Ad-Trax.


Terms of the acquisition were not released. Ad-Trax's self-titled software system is designed for use by DRTV agencies in long- and short-format media buying and to provide flexible reporting and analysis.


The Ad-Trax system is designed to integrate DRTV and Internet transactions into one database, WENR said. Ad-Trax plans to use demographic information gathered by another WENR holding, ScreenFriends, to assist in the targeting of DRTV commercials.


Ad-Trax has signed two major advertising clients and will charge about $10,000 for use of its technology, according to WENR.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.