In an effort to offer more targeted ad space to its clients, newly formed online advertising sales network 24/7 has acquired database marketing technology company Intelligent Interactions Corp.
24/7, New York, became one of the larger players in the advertising sales field when it was created in February from the merger of New York advertising sales companies Petry Interactive Inc., Katz Millennium Marketing and Interactive Imaginations.
Intelligent Interactions, Alexandria, VA which was acquired in a stock-for-stock acquisition for an undisclosed amount on April 15, will try to make 24/7's large network, which includes thousands of sites, more useful to advertisers through advanced targeting techniques, said 24/7 marketing director Leslie Howard.
“Our objective was to be able to serve advertisers on a demographic basis, and this was the solution,” Howard said.
In its new role, Intelligent Interactions' management team will work on programs that would enable advertisers to buy advertising based not only on the amount of impressions but on the type of impressions. Techniques likely to be used include registered databases, in which visitors must enter information before gaining access to a site, and cookie technology.
“Ideally, we want to be able to identify the type of person if not the individual,” Howard said.
Intelligent Interactions will continue to operate independently from its Alexandria headquarters while expanding its operations in New York. In addition, Intelligent Interactions co-founder and CEO Yale Brown will become executive vice president of operations at 24/7, and co-founder and senior vice president of technology Matthew Walker will be 24/7's senior vice president and chief technology officer.