Incentives-based direct marketer Cybergold and software maker Cydoor Technologies on Friday teamed up to create a program that lets software developers build incentive marketing offers into the applications they build.
The new technology is an evolution of Cydoor’s OnSoftware product, which lets software developers build advertisements and e-commerce opportunities into applications.
“This is a big step for us and our advertisers. We can now take the incentive offers on our site and place them directly on millions of desktops across the country,” says Nat Goldhaber, president and chief executive officer of Cybergold.
“This enables us to target our advertisers’ messages more directly and offer our customers only the offers they are interested in getting. It also allows our advertisers to have their messages heard beyond our four million members.”
A number of companies, including Aureate Media and Conducent, are exploring the opportunities for marketing through software.
Probably the most high-profile such foray, though, has been by Qualcomm, which has built an ad-supported version of its popular Eudora email application.
So far, two software developers — Cowon Systems, a maker of multimedia players, and NetCustomize, which offers a joke utility have signed up to offer the Cybergold marketing messages through their products. Cydoor says about 50 software companies use OnSoftware.
The companies will be distributing the software through Tucows.com, a download site that gets five million unique users every month.