Mediaplex and OpenGrid Team to Deliver Personalized Real-Time Advertising to Any Wireless Device
BusinessWire, Monday, January 10, 2000 at 08:07
SAN FRANCISCO--(BUSINESS WIRE)--Jan. 10, 2000--
New Technology Solution Cross-Matches Customer Preferences with
Geographical Location for One-to-One, On-the-Go Advertising
Mediaplex, Inc. (NASDAQ:MPLX), a leading advertising technology company, and OpenGrid, Inc., a leader in wireless Internet solutions, today announced a joint effort to pioneer a technology solution for wireless advertising.
Together, the two companies will collaborate to create a streamlined, effective and cost-efficient model for delivering customized wireless ads in real time. The integrated solution, scheduled to roll out 1st Qtr. 2000, will help advertisers extend customized, local promotions anytime, anywhere.
Using this new technology, advertisers can more precisely target the right promotion to the right customer in real time. For example, a mobile user who previously purchased ski equipment online would receive instant notification on their mobile device of a ski sale taking place at a mall near his or her office.
For the advertiser, this pinpoint targeting results in a higher rate of sales conversion. For customers, it extends the capabilities of their wireless device to include access to tailored information that is highly personalized to their preferences. A customer orders a pizza from a cell phone, for instance, and instantly receives a promotion from a local video store.
"Mediaplex and OpenGrid are developing a solution that will put advertisers at the forefront of the untapped wireless market," said Ken Kucera, Mediaplex's vice president of strategic business development.
"As this market grows, the delivery of personalized, cost-efficient promotions will be key to return on investment for wireless advertising. Our solution enables advertisers to exploit this exploding market with the kind of positive results that true one-to-one real-time marketing affords."
The new wireless solution will utilize the Mediaplex-led adXML open standard, a self-describing XML-based vocabulary, as the transmittal language. adXML is utilized by the company's proprietary MOJO(TM) technology which has the unique ability to integrate an advertiser's internal business data, such as inventory, pricing and customer information, with that advertiser's Internet advertising in real time.
The Mediaplex technology will be overlaid with the OpenGrid Interchange platform, a technology that extends the benefits of the Internet to the mobile customer by enabling intelligent interaction with wireless messaging, content, commerce and promotions.
"Leveraging the Mediaplex-OpenGrid technologies, companies can extend their offerings to users of any wireless device in real time. OpenGrid's intelligent filtering and instant relaying features, coupled with Mediaplex's back-end integration capability, creates a fully automated solution that fosters more dynamic relationships with end users," said Jens Horstmann, president of OpenGrid.
About Mediaplex, Inc.
Mediaplex, Inc. (www.mediaplex.com) is a leading advertising technology company. The company's proprietary MOJO(TM) (mobile Java objects) technology is the only platform to deliver real-time messaging based on true integration between an advertiser's internal business data, such as inventory, pricing and customer information, and that advertiser's online marketing initiatives.
In addition, Mediaplex provides comprehensive online campaign services. Mediaplex clients include P&G's Reflect.com, OfficeMax.com, ShopNow.com, Tickets.com, and advertising agencies such as McCann-Erickson/A&L and Publicis & Hal Riney on behalf of their clients including Sprint PCS and Silicon Graphics, Inc.
Mediaplex is headquartered in San Francisco, with offices in New York, the Silicon Valley, and Hamburg, Germany. Mediaplex can be contacted at 877/402-PLEX.
About OpenGrid, Inc.
Based in Santa Clara, Calif., OpenGrid, Inc. is the first company empowering intelligent interaction with the wireless Internet. Our OpenGrid Interchange platform empowers our partners to expand their reach and build stronger customer relationships. OpenGrid delivers the wireless Internet to end-users through intelligent interaction with wireless messaging, content, commerce and promotions.
We bring the wireless Internet to the next level by matching personalized customer needs with access to the right information at the right time.
OpenGrid is a privately held company. OpenGrid partners include market leaders Motorola, Hilton Hotels, Cendant and Pegasus Systems. Additional information about OpenGrid can be found at www.opengrid.com.
CONTACT: Mediaplex, Inc., San Francisco
Gretchen Jones, 415/808-1984
gjones@mediaplex.com
or
The Weber Group
Lupe Hirt, 650/463-8609
lhirt@ca.webergroup.com |
