ValueClick Merges Units

ValueClick has brought its Mediaplex and AdWare Systems subsidiaries together under the Mediaplex brand name.

The move brings together AdWare Systems’ offline tools — the agency management, media management, and digital asset management product lines — with Mediaplex’s online display ad and email campaign management applications. The move is aimed at helping Mediaplex address the trend toward more online/offline integration in planning, executing, and tracking campaigns.

The name change also helps the company distance itself from the much-maligned term “adware,” which is becoming synonymous with “spyware” in the public perception. AdWare Systems products were not related to any kind of adware (define) or spyware (define) products.

The AdWare Systems product lines — the MOJO suite of online display ad and email campaign management products, and Content Depot digital asset management — join Mediaplex’s AdVault agency and media management suite. Together, the units represent less than 10 percent of ValueClick’s overall revenue.

Industry veteran Joe Lampert was also tapped today to lead AdVault marketing efforts in Mediaplex’s New York office. Lampert’s background includes 11 years as VP of client services for Mediaplex competitor Donovan Data Systems, where he built senior relationships with ad agencies such as DDB, Saatchi & Saatchi, ZenithOptimedia, and Lowe & Partners Worldwide.

“Agencies and marketers are looking for a stable and service-oriented partner to help them streamline their business processes, and I can now introduce them to the exact partner they’ve been seeking,” said Lampert. “Mediaplex’s AdVault suite combines 25 years of experience and proven performance with the most user-friendly Web-based interface I’ve seen in this arena.”

ValueClick acquired Mediaplex and AdWare Systems through an acquisition in October 2001. AdWare Systems has provided products and services in agency, media, and content management since 1981. Mediaplex is headquartered in San Francisco, with offices in New York and Louisville, KY.

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