Engage Technologies, Open Market Team Up to Personalize Retail Ads

Engage Technologies, a provider of precision online marketing solutions, and Open Market Inc., a provider of >Internet commerce software, formed a strategic partnership to integrate their technologies.

The partnership is made to enable Web sites to offer personalized online retailing ads and promotions to visitors. The companies intend to integrate Engage Technologies’ precision profiling and decision support technology and Accipiter’s ad management technology with Open Market’s Transact Internet commerce software and its LiveCommerce online catalog software.

Both Engage and Accipiter are subsidiaries of CMG Information Services Inc. Accipiter and Engage recently completed the integration of their online product offerings, creating a profile-enabled targeting solution.

With the combined technology, a commerce site will now be able to blend online sales transaction data with interest-based visitor analysis to personally tailor the online promotions and digital offers that are presented to site visitors, the companies said.

With Engage’s precision profiling technology, Open Market customers will be able to build individual, anonymous profiles based upon the surfing patterns of online visitors, the firms added. Engage’s technology aggregates behavioral information that is derived from visitor clickstream data.

Using Engage’s profiles in real-time, in conjunction with Accipiter’s technology, Open Market customers will be able to create customized marketing campaigns with personalized coupons and special discounts. Financial terms of the arrangement were not disclosed.

“With Engage Technologies’ precision profiles and ad management technology, Open Market can now offer its customers the ability to target online retailing promotions to individual users based on their profiles,” said Paul Schaut, CEO of Engage Technologies.

Founded in 1994, Burlington, MA-based Open Market provides software products and professional services for business-to-consumer and business-to-business Internet commerce, information commerce and commercial publishing.

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