More NewsOrbitz Selects Mediaplex Technology

Orbitz Selects Mediaplex Technology

The new airline-backed travel site will use messaging technology to updatetargeted banner ads on the fly.

Airline-backed travel site Orbitz Thursday tapped San Francisco-based marketing technology company Mediaplex Inc. to use its proprietary messaging technology to include updated, real-time, flight information within banner advertisements.

Orbitz will also take advantage of Mediaplex’s campaign management services, including real-time reporting and optimization. Financial arrangements were not disclosed for the multi-year deal.

Mediaplex says its proprietary platform “is the only technology that enables marketers to dynamically and automatically update digital messages and emails through real-time integration with enterprise, CRM, or any other data source. The technology allows changes in creative instantly, in real-time, in an automated fashion.

“Mediaplex’s unique ability to integrate real-time information into an online campaign made Mediaplex stand out from the competition,” said Mike Sands, vice president of marketing for Orbitz. “Mediaplex’s targeting capabilities coupled with their ability to integrate serving and reporting across multiple platforms differentiated them from the rest of the industry.”

Mediaplex serves the marketing and advertising industries with technology solutions for media planning, campaign execution and cost management systems. Clients include America West Airlines, DraftWorldwide and McCann-Erickson, eBay, macys.com, Motorola, OfficeMax.com, Publicis & Hal Riney, United Airlines, Sony, Sprint PCS, Sun Microsystems, TBWAChiatDay and Young & Rubicam.

The new Orbitz.com travel Web site, sponsored by a consortium of rival airlines including American, United, Northwest, Delta and Continental, is up in beta. It is being sued by Dallas-based Southwest Airlines, which last week filed a false advertising and unfair competition lawsuit.

Separately, Mediaplex reported after the bell yesterday a pro forma first-quarter operating loss of $3.9 million, or 11 cents a share, compared to a loss of $3.7 million, or 12 cents a share, a year earlier. Still, the per share loss was 2 to 3 cents better than the guidance the company offered on April 2. Revenue for the quarter was approximately $8 million, down 51 percent from the same period a year ago.

Mediaplex is transitioning all of its full service media buying and related servicing to Exile On Seventh LLC. About 45 jobs, or 20 percent of Mediaplex’s workforce, directly related to the former media business, are being eliminated. Mediaplex stock was up 5 cents to $1.13 in early trading. Its 52-week high is $57.50.

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