ValueClick Folds Rich Media Into Mediaplex

EyeWonder will provide back-end video and rich media support to ValueClick’s Mediaplex platform under a new partnership between the companies. The deal will deliver more consistent reporting between rich media and other channels, they claim.

Mediaplex will add rich media ad creation and management services from EyeWonder to the dashboard of its flagship Mojo Adserver product. ValueClick previously worked with rich media vendors on an individual basis, based on its client’s preferences.

The Mediaplex platform also has display, e-mail, paid and natural search capabilities. It said the bundling of all media types into a single dashboard delivers better and more comparable metrics than analytics showing channels in isolation. “We’re integrating standard and advanced tracking abilities,” said Quick.

EyeWonder will continue to implement video and rich media campaigns. “Everything from pre-sales through implementation and campaign success review includes EyeWonder, every step of the way,” Sean Quick, director of product management at ValueClick told ClickZ News.

Rich media units from EyeWonder include expandable and floating advertisements.

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