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RE: AM: email marketing; opt-in or out?

To:     ad-market
Subject:     RE: AM: email marketing; opt-in or out?
Date:     Mon, 12 Jan 1998 21:28:23 -0500

There are a few companies that are already working on similar models
that could serve as examples for Andrew Forbes.  Imgis (the ad serving
co.) has hooked up with Metromail (the major database marketing co.) and
few ISP's, such as GTE.  In this way, as a surfer clicks on a site the
idea is to match his/her profile (which the ISP knows) with a Metromail
database and figure out the person's detailed demographics, for Imgis to
serve a targeted ad.  Andrew can find specific pricing info from Imgis.

Another company, Matchlogic, based outside Denver, CO. has a remote ad
serving model, which serves up targeted ads (modifying background, text,
content, etc.) based on identity of surfer, which presumably Matchlogic
has gathered.  For their base ad serving program, Matchlogic charges, I
believe, an additional $3-$5 CPM.  Prices increase based on level of

However, two points to keep in mind are as follows: 1) With all the ad
targeting possibilities proposed, most advertisers are primarily placing
their banners based on site content (versus individual targeting).  And,
more importantly, 2) consumer privacy is of utmost importance to Web
users, and will be an even bigger issue down the road.

Hope this helps.

Dadi Akhavan
Executive Vice President
Emaginet, Inc.

> -----Original Message-----
> From:   Andrew Forbes []
> Sent:   Thursday, January 08, 1998 9:18 AM
> To:     Adv/Mktg
> Subject:        AM: Value of user demographics?
> I'm working on a business plan, and I'm in the process
> of refining the revenue numbers.  I'm having a difficult
> time deciding on the value of one of the services, and
> I'm hoping for some feedback from this group.
> For those of you running web sites and doing ad banner
> insertion systems:
> What would you be willing to pay for an IP address to
> user demographics conversion service?  In other words,
> if I could provide you with the capability, in real time,
> to "know" the demographics of the surfer behind the
> IP that is requesting pages from your web server (or ads
> from your ad server), what would this be worth to you?
> Note that this service would not require site registration,
> cookies, any modifications to your web site or any action
> on the part of the consumer behind the IP address.
> For the web site operators, this service would also allow
> you to develop survey level broadcast style (market
> segment/daypart/etc) reports.
> What is this worth on a per surfer per month basis?
> Any opinions would be welcome.
> Andrew Forbes

RE: AM: email marketing; opt-in or out?, Ross Stapleton-Gray

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