DoubleClick, Topica Partner on E-mail Marketing
Online ad firm DoubleClick Inc., alate entrant to the e-mail marketing space, sought to bolster its positionin that space Monday by striking an alliance with e-mail newsletter networkTopica Inc.
Online ad firm DoubleClick Inc., alate entrant to the e-mail marketing space, sought to bolster its positionin that space Monday by striking an alliance with e-mail newsletter networkTopica Inc.
Online ad firm DoubleClick Inc., a late entrant to the email marketing space, sought to bolster its position in that space Monday by striking an alliance with email newsletter network Topica Inc.
The agreement calls for DoubleClick (DCLK) to provide Topica with email list management and sales, through its DARTmail Prospect product. Topica is an early customer of this product, since it was just unveiled in December 1999.
Although DoubleClick is considered the leader in the online advertising space, others — like NetCreations (NTCR) and 24/7 Media (TFSM) — have been managing email lists for significantly longer.
Topica will, for the first time, create opt-in commercial lists, which allow consumers to choose to receive promotional information about products in which they are interested. Topica provides a place where consumers can subscribe to email newsletters on a wide variety of topics, and manage their subscriptions in one place.
“Topica is an early leader in delivering highly-desirable advertising inventory through targeted, consumer-friendly email,” said Eli Chalfin, vice president and general manager of DoubleClick’s DARTmail.
“This partnership highlights our ability to deliver world class advertising solutions that will help Topica monetize their email assets as well as effectively bring millions of new customers to their site to sample the Topica experience.”
Those new visitors are expected to come in through the purchase Topica will make on DoubleClick’s value-oriented Sonar Network. The company has agreed to purchase one-half-billion ad impressions on the network.
The agreement also calls for DoubleClick to sell Topica’s email inventory to its advertising clients.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article