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

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.

Ensighten and Anametrix Unite in an Open Relationship

Ensighten and Anametrix Unite in an Open Relationship

Ensighten's purchase of the analytics company is about giving ultimate ownership of data to marketers, says CEO Josh Manion.

The Perils (and Positives) of Vanity Metrics

The Perils (and Positives) of Vanity Metrics

Experts break down the up- and downsides of popular vanity metrics, such as Facebook likes and Twitter followers.