Richy Glassberg, the former president and CEO of interactive ad rep firm Omni-Net.com in New York, has purchased all of the assets of the company and has formed Phase2Media, a new interactive sales and strategy firm.
Phase2Media will initially be owned by Glassberg and other senior executives, with the former owners retaining a passive interest.
Phase2Media said it already has entered into a marketing partnership with NetGravity, a provider of interactive marketing solutions. NetGravity will offer the Phase2Media suite of ad sales services on a worldwide basis for advertising sales representation, while Phase2Media will exclusively use NetGravity’s AdCenter service and Global Profile Service for ad management and precision targeting.
The two companies will offer Web sites a total package for comprehensive, reliable ad management and precision ad targeting as well as ad sales. Financial arrangements were not disclosed.
Glassberg will be chairman and CEO of the newly formed company.
“Our name signifies the important component of doing business online and the agreement with NetGravity sets the tone for our company–seeking out industry leaders to partner with–expediting Phase2Media’s ability to make a major impact on the growth of online media in a professional and thoughtful manner,” he said.
San Mateo, CA-based NetGravity developed AdCenter, a comprehensive, outsourced online ad management service, to support the marketing campaigns of Web publishers, e-commerce merchants and advertising agencies. The service is now in use by more than 50 businesses.
By utilizing NetGravity’s Global Profile Service (GPS), Phase2Media said it will be able to target advertisements based on a variety of geographic, demographic and psychographic attributes. GPS, a comprehensive data source representing over 45 million anonymous profiles, enables clients to better understand their audience, and target advertisements and direct marketing offers with greater precision and insight.
Glassberg was instrumental in the creation of Turner Interactive Sales, a unit of Time Warner’s Turner Broadcasting Sales, for which he served as senior vice president and general manager. A founding member of the Internet Advertising Bureau, and the organization’s vice chairman and treasurer, Glassberg is also a member of the FAST Steering Committee.
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