Business-to-Business Ad Network Launches

Chicago-based B2BWorks, calling itself an “online network serving business-to-business advertisers,” launched with a lineup of 110 Web sites covering all major businesses.

The network, designed to help business marketers make highly targeted Internet ad buys in the B-to-B market, was announced at the American Business Press annual meeting in Williamsburg, VA.

“Our network offers one-stop shopping–and 45 million page views per month–to savvy marketers seeking the highest quality Internet sites for reaching vertical markets,” said Bill Furlong, president of B2BWorks. Furlong is the former managing director of Ad Age’s Business Marketing and www.netb2b.com.

The network will focus on sites maintained by the trade magazine publishers and associations, Furlong said, including sites run by Aviation Week, Thomas Register Regional Directories, Telephony, American Lawyer Media and National Underwriter. AdForce technology will be used to track ROI and ABC Interactive will audit and verify delivery of all campaigns, the company said. B2BWorks also provides links to advertisers’ e-commerce and customer service sites as well as to their distributors, resellers and sales staffs.

Slack Barshinger Partners, a B-to-B integrated marketing communications agency, is a partner of and investor in B2BWorks.

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