SOURCE: Datran Media

April 19, 2007 13:39 ET

Datran Media Launches EO, the First Exchange Online for Cost-per-Acquisition Media Inventory

Real-Time Media Exchange Empowers Marketers With New Transparency and Unparalleled Reach

NEW YORK, NY -- (MARKET WIRE) -- April 19, 2007 -- Datran Media, the leading provider of performance-based email marketing solutions, announced today the launch of Datran Media EO, the first real-time market exchange that enables advertisers to bid for CPA email media distribution. EO (, which stands for Exchange Online, will be unveiled at ad:tech San Francisco, April 26 at noon in the "Business Presentations" area of the Moscone Center. Datran Media will also be providing ongoing demonstrations of EO at booth #6058.

Datran Media has created the most efficient marketplace for email, and will now empower marketers to bid for placement, calculate performance, and compete for media much like they do when managing paid search campaigns. Datran Media has built the most comprehensive email inventory channel in the world in the following three ways: by providing list management services; by enabling publishers to release remnant inventory through its email delivery platform StormPost which includes a proprietary inventory management solution; and through access to its affiliate network NetMargin ( Also integrated with EO are industry-leading compliance technologies, including UnsubCentral ( and LashBack (, which help ensure best practices across all campaigns.

Datran Media provided its clients, IAC/InterActiveCorp. and ValueClick, with early access to EO. The initial response from both companies has been very enthusiastic.

"Until now, marketers benefiting from efficiency in search and display have not had the same advantages across email. Publishers, like IAC, have faced similar challenges," said IAC Advertising Solutions President, Richard Stalzer. "EO knocks down this barrier and is exactly what the market has been waiting for."

"What makes EO attractive to us is the simplicity and clarity of the bidding process," said Tanya Brown, Vice President of New Business Solutions for Webclients, a ValueClick company. "As we use EO to manipulate factors affecting our media distribution, we can see results before we make our buys. That is an extraordinary change from the past."

Datran Media's EO benefits both marketers and publishers through the performance-based nature of the system. Unlike paid search, Datran Media offers marketers the purest forms of pay-for-performance marketing, including cost per acquisition, cost per lead and cost per click. Exchange Online is an exchange of media inventory only, where the marketer bids for their desired action (i.e. acquisition, lead or click). Additionally, publishers can host private auctions where media inventory is made available to select marketing partners.

"In the case of the agency and brands we represent, we believe this model (pay per performance) through email is a great complement to traditional mixed-media approaches to acquiring customers and prospects," said David Baker, vice president of email solutions for Avenue A/Razorfish. "Our clients are continually challenging us to find new solutions for acquisition and EO is an enticing revenue generating option that can be managed seamlessly."

In a March 2007 report entitled "Email Marketing Comes of Age," Forrester Research recently found that "consumers who buy products advertised in emails spend 138% more online than their peers who don't buy through email."

"In the case of EO, the reason consumers spend more via email is because our system optimizes to the end transaction, which ensures relevance to the consumer," said Matt Keiser, President of Datran Media. "When the consumer wins, everyone wins." Datran Media's Email Marketing Survey finds that 95% of marketers plan to increase their email marketing budgets in 2007.

Consistent with Datran Media's pricing model, Google recently announced its planned entry into the cost-per-acquisition arena. Ad networks Right Media and DoubleClick have similarly launched exchanges for display media, which further validates Datran Media's auction-driven marketplace model.

"The most important forces in online media today are guaranteed ROI to the advertiser, together with relevance and benefits to the consumer," said David Carlick, early co-founder of DoubleClick and a Datran Media board member. "The Datran Media EO exchange delivers both and is a great step forward in the mission to create the perfect matchmaker for advertiser offers and consumer interests."

"The days of the real-time media exchange are here, and we are excited to unveil Datran Media's EO at ad:tech San Francisco," said Sean O'Neal, Chief Marketing Officer for Datran Media. "By bringing together hundreds of leading publishers with some of the best known marketing brands in the world we had already created one of the largest exchanges for online media. But by empowering our customers with this automated tool, through which they can glean actionable insight and become more efficient marketers, Datran Media customers can maximize their email ROI in ways never before imagined."

Advertisers and publishers interested in learning more about EO and/or would like to attend the unveiling at ad:tech San Francisco, please send an email to

About Datran Media

Founded in 2001, Datran Media ( is a leading performance-based marketing company with enabling technology that connect marketers directly to consumers through a comprehensive set of email marketing and digital media services. Our expertise resides in customer acquisition, list management, email deployment and compliance solutions. Datran Media also powers NetMargin (, one of the premier online affiliate marketing companies.

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