ONSALE Signs With NetGravity for Ad Serving

NetGravity said that auction site ONSALE signed up for the management of its Internet advertising and direct marketing.

ONSALE said it will use NetGravity’s dynamic targeting capabilities to market a variety of products and services including computer and home office equipment, sports and fitness products and services, and gourmet foods and travel packages.

“ONSALE is an excellent model of business on the Internet making customer service and customization a top priority,” said Rick Jackson, vice president of marketing for NetGravity. “Online auctioning is a unique new market with great potential; its customer base is already Internet and e-commerce-savvy and the market attracts a wide variety of consumers and advertisers due to the diversity of products and services offered.”

NetGravity said its targeting capabilities will be used to leverage ONSALE customer interests, purchase records and membership profiles to provide consumers with a personalized online shopping experience. Financial arrangements were not disclosed.

“NetGravity AdServer enables ONSALE’s advertisers to optimize their marketing campaigns by utilizing the software’s highly effective targeting and ad performance measurement capabilities,” said Ken Miller, AdMaster for ONSALE.

“AdServer’s dynamic targeting also adds value to our customer’s online experience by enabling them to comparison shop between ONSALE’s products and services being auctioned and an advertiser’s similar retail offers running on the same page.”

One advertiser, Comparenet, a leading interactive buyer’s guide, is using NetGravity’s dynamic targeting capabilities to enable ONSALE’s customers to compare prices and availability of products before bidding on similar products and services being auctioned on the ONSALE Web site.

“Previously, ONSALE was using an ad-serving bureau to manage its advertising inventory and our sales and advertising force did not have the control and creative freedom they wanted,” said Debbie Pinkston, vice president of advertising sales for ONSALE. “NetGravity puts our people back in control by providing us with the tools necessary to manage, customize and scale our own ad-serving model the way we want it.”

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