SOURCE: LiveIntent


November 30, 2011 10:00 ET

LiveIntent for Publishers Turns Email Into Premium Ad Inventory

Email Ad Serving Technology Allows Publishers to Insert Banner Ads Into Emails, Giving Marketers the Ability to Target and Deliver Ads on Open

NEW YORK, NY--(Marketwire - Nov 30, 2011) - LiveIntent, the first company to give email advertising the same functionality as display, introduces LiveIntent for Publishers (LFP), a platform to extend premium display advertising inventory into email newsletters.

LiveIntent created an email ad serving technology that allows publishers to insert banner ads into emails, and gives marketers the ability to target and deliver ads on open and serve ads on parameters such as device, location and time of day. Through LFP's intuitive user interface (UI), publishers can more effectively target and integrate email into their advertising offerings. LiveIntent's UI is the first to let publishers manage their own email house ads, and third-party ads, across multiple newsletters. It is also the first UI to let publishers access third party data on impression, just like a demand side platform (DSP).

By targeting audiences through LFP, publishers can easily service their internal ad sales force, advertisers and agencies while providing consumers with a better ad experience than was previously possible within email. Publishers can achieve 100 percent sell-through and keep complete control of their own inventory, all while choosing whether to monetize unsold impressions or drive internal marketing goals (such as site visits, subscriptions, app downloads, TV tune-in, or game-play) with house ads.

"Setting up ad campaigns in email used to be an extremely labor intensive process, but LiveIntent for Publishers changes all that," said Charmaine Gonzales of The Denver Post. "LFP helps me schedule campaigns and target my audience just like I'm used to doing on my website. LFP saves ad ops time and money booking display campaigns in email newsletters."

LiveIntent's LiveTag technology places an ad tag into a publisher's email newsletter. When the user opens a LiveTag-enabled email sent by any standard email service provider (ESP), the LiveTag requests an ad from the LiveIntent server. Based on the context of the newsletter, the location and device of the user, LiveIntent delivers that reader the most relevant ad in real-time to their inbox.

"Email has been undervalued by the publishing industry, because the technology never existed to monetize it as effectively as traditional Web display," said Matt Keiser, CEO, LiveIntent. "If you're a publisher with a large and established list of email subscribers, you can take your email from being a cost-center to a profit-center with LFP."

About LiveIntent
LiveIntent is the only company with a real-time display ad platform for email. LiveIntent works with advertisers, publishers and agencies to provide ad optimization, DSP / trading desk and exchanges capabilities. The company is venture-backed by Shasta Ventures, Battery Ventures, First Round Capital, Lerer Ventures and Grape Arbor VC. LiveIntent was founded in 2009 and is headquartered in NYC. For more information and a demonstration of the company's technology in your own inbox, visit

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