Young & Rubicam's theDigital Edge and Mediaplex Launch Technology Partnership
January 24, 2000 09:09 AM Eastern Time
NEW YORK and SAN FRANCISCO--(BUSINESS WIRE)--Jan. 24, 2000--Young & Rubicam Inc. YNR , a diversified, global marketing and communications organization, and Mediaplex, Inc. MPLX , a leading advertising technology company, today announced a three-year global technology partnership agreement. The deal will provide Mediaplex's pioneering MOJO(TM) dynamic ad-messaging technology to Y&R's agency network and client base via a working relationship between Mediaplex and The Digital Edge, a Y&R unit formed last year.
Young & Rubicam participated in Mediaplex's successful initial public stock offering in late 1999. The size of the company's investment in Mediaplex was not disclosed.
Mediaplex's mobile Java objects technology (MOJO) is the only platform that can deliver real-time online advertising integrated with a marketer's back-end business data, including inventory, pricing and ad campaign performance, and front-end viewer profile information. Based on this compilation of real-time intelligence, and directed by predetermined business rules regarding the data, Mediaplex automatically changes a client's advertising across all Web sites within a campaign.
For example, the business rules for an airline promoting special fares to business travelers could direct an instant price change in the advertising on selected departures if there was excess seat availability 24 hours prior to the flights.
"We're eager to show all of our clients this new technology," said Y&R Vice Chairman Michael Dolan. "MOJO will give them more highly relevant messaging capabilities based on an Internet user's profile and the advertiser's real-time business variables. The result should be significantly higher returns on our clients' online advertising investments."
Said Gregory R. Raifman, Chairman and CEO of Mediaplex, "Young & Rubicam is a global powerhouse in marketing communications, and Mediaplex is delighted to offer Y&R's network of agencies and clients a much more effective way to compete in the burgeoning space of eBusiness marketing. The Y&R/Mediaplex partnership represents a giant step towards establishing MOJO's real-time advertising platform as an industry standard."
Formed in November 1999, The Digital Edge is responsible for traditional and online planning and buying on behalf of clients of The Media Edge, which is the global media services company of Young & Rubicam Inc. Clients of The Digital Edge include AT&T and wine.com.
Staffers at The Digital Edge will be trained in MOJO methodology, implementation, tracking, reporting and campaign optimization.
Young & Rubicam Inc. offers integrated services in advertising, database marketing and customer relationship management, perception management and public relations, branding identity consultation and design services, and healthcare communications. Young & Rubicam is comprised of Young & Rubicam Advertising, Dentsu Young & Rubicam, The Bravo Group/Kang & Lee, Wunderman Cato Johnson, KnowledgeBase Marketing, Brand Dialogue, The Media Edge, Burson-Marsteller, Cohn & Wolfe, Landor Associates, Sudler & Hennessey and other related companies.
The Media Edge handles the global media planning and buying activities of Young & Rubicam, in addition to serving non-Y&R clients. The Media Edge's billings are $4.2 billion domestically and $11 billion on a global basis and it employs some 2,000 media professionals.
Mediaplex, Inc. (www.mediaplex.com) is a leading advertising technology company providing the only solution that delivers real-time advertising integrated with a company's real-time business data, viewer profiles, and the ad campaign's return on investment. In addition, Mediaplex offers total online campaign management services. Clients include Sprint PCS, DATEK Online, Hewlett-Packard, OfficeMax.com, FreeShop.com, and Tickets.com. 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.
CONTACT: Mediasteve Inc. (for The Digital Edge) Steve Ellwanger, 203/291-6986 mediasteve@pop.snet.net or Mediaplex, Inc. Gretchen Jones, 415/808-1984 gjones@mediaplex.com
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