TMX Interactive Debuts Automatic Profiling Service for E-Mail

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TMX Interactive said today that it is making available its Automatic Sensing Technology, which profiles e-mail recipients to learn their rich media capabilities, bandwidth and computer configuration.


The company said that it has used the technology in-house for about five years and has decided to make it available to marketers for use in their e-mail campaigns. AST automatically profiles recipients on an e-mail list and reports key technical and demographic information to the list owner.


TMX Interactive, Conshocken, PA, is targeting AST to list brokers, said Blair Lyon, the company's president/CEO. He claimed AST is the first technology that can sense, track and report the precise profile of individual e-mail addresses, and it does not rely on server logs or other methods that are less accurate.


"This takes you way beyond e-mail reporting," Lyon said. "It offers an incredible amount of detail so marketers can really tailor their e-mail campaigns."


AST does not rely on basic metrics and broad criteria, but rather profiles individual users, he said. The technology automatically senses the recipient's rich media capabilities, including which version of Flash they have, what browser they use and any other software that may be relevant to a marketer. It also can deliver data such as repeat views, forwarding, time of open and geographic mapping.


"It will primarily be used to help clients tune and manage their lists," he said. "It tracks against a unique individual, not a group."


Lyon said AST is being evaluated by a few of the company's clients, which he would not identify. The service will be priced based on the number of profiles required.


"It can be embedded in a rich media message or into regular HTML," Lyon said. "For regular HTML it will be priced on a CPM basis."


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