Gator Becomes Claria

  |  October 30, 2003   |  Comments

Reflecting its broadened scope and perhaps trying to shed its controversial image, the desktop software maker re-brands.

Controversial ad-supported software player Gator Corporation has changed its name to Claria Corporation, in what it says is a bid to reflect its broadened offerings. The move might also help Gator distance itself from controversy.

Redwood City, Calif.-based Gator has recently worked to cozy up to the Internet advertising industry. It's been successful in attracting big name advertisers to its GAIN Network, which serves ads based on the Web sites people visit. But it's been most well-known for its legal battles, including disputes with the Interactive Advertising Bureau (IAB) and major publishers, along with companies like UPS and hotel chain operator Six Continents.

The company says the name change is aimed at broadening the scope of its brand. It launched in 1998 with an e-wallet software called Gator, but it has since expanded to comprise three business units. GAIN Publishing publishes, distributes and provides ad support for free software. The GAIN Network delivers behaviorally-targeted online advertisements to more than 38 million consumers who have downloaded the software. Feedback Research provides online research and analytics using data from the individuals with software installed.

"Moving forward, Claria will continue to leverage its leadership position in behavioral marketing and provide advertisers with a platform to effectively communicate one-to-one with their target audiences, delivering impressive ROI for online marketing campaigns," said Jeff McFadden, president and CEO of Claria Corporation.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...