Purchase of Chintano adds contextual and behavioral targeting to Datran's EO.com ad network.
Datran Media has acquired ad network Chintano, which offers contextual and behavioral targeting, in order to merge it with its own EO.com e-mail based ad network.
Datran launched the EO.com portal earlier this year as an e-mail ad network that publishers of newsletter and other e-mail lists could use to incorporate ads from marketers. Following the launch, Datran found marketer demand for site-based display ads, which led it to pursue the buy of Chintano, according to Sean O'Neal, chief revenue officer for Datran Media.
"We had been working with Chintano for quite some time to help us explore the display advertising opportunity and the ad network opportunity [and] we had a strong synergy with them," said O'Neal. "By integrating Chintano's display ad serving technology and bringing onboard its executive team we're able to do this very quickly."
By expanding into the display ad network realm with the Chintano acquisition, O'Neal recognizes that Datran will be taking on more established firms like Advetising.com and Blue Lithium, but believes the firm will be able to distinguish itself with its dual e-mail and display ad offering.
Chintano's staff will be integrated into Datran's New York offices, with Chintano Chief Executive Officer Ramesh Haridas becoming Datran Media's vice president of ad serving while Chief Technology Officer Geoff Simons was named targeting software architect for Datran. Financial terms of the acquisition were not disclosed.
Separately, Datran also hired Scott Knoll as senior vice president and general manager. Knoll is the former CEO of BlackFoot and an executive at DoubleClick. "He will be highly involved in the EO expansion strategy from both e-mail and display," O'Neal said of Knoll.
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!
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.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT