Mediaplex and OpenGrid Team to DeliverPersonalized
Real-Time Advertising to Any Wireless Device
January 10, 2000 08:05 AM
SAN FRANCISCO--(BUSINESS WIRE)--Jan. 10, 2000--
New Technology Solution Cross-Matches Customer Preferences with
Geographical Location for One-to-One, On-the-Go Advertising
Mediaplex, Inc. MPLX , a leading advertising technology company, and OpenGrid, Inc., a
leader in wireless Internet solutions, today announced a joint effort to pioneer a technology
solution for wireless advertising.
Together, the two companies will collaborate to create a streamlined, effective and
cost-efficient model for delivering customized wireless ads in real time. The integrated
solution, scheduled to roll out 1st Qtr. 2000, will help advertisers extend customized, local
promotions anytime, anywhere.
Using this new technology, advertisers can more precisely target the right promotion to
the right customer in real time. For example, a mobile user who previously purchased ski
equipment online would receive instant notification on their mobile device of a ski sale
taking place at a mall near his or her office.
For the advertiser, this pinpoint targeting results in a higher rate of sales conversion. For
customers, it extends the capabilities of their wireless device to include access to tailored
information that is highly personalized to their preferences. A customer orders a pizza
from a cell phone, for instance, and instantly receives a promotion from a local video store.
"Mediaplex and OpenGrid are developing a solution that will put advertisers at the forefront
of the untapped wireless market," said Ken Kucera, Mediaplex's vice president of strategic
"As this market grows, the delivery of personalized, cost-efficient promotions will be key to
return on investment for wireless advertising. Our solution enables advertisers to exploit
this exploding market with the kind of positive results that true one-to-one real-time
The new wireless solution will utilize the Mediaplex-led adXML open standard, a
self-describing XML-based vocabulary, as the transmittal language. adXML is utilized by
the company's proprietary MOJO(TM) technology which has the unique ability to integrate
an advertiser's internal business data, such as inventory, pricing and customer
information, with that advertiser's Internet advertising in real time.
The Mediaplex technology will be overlaid with the OpenGrid Interchange platform, a
technology that extends the benefits of the Internet to the mobile customer by enabling
intelligent interaction with wireless messaging, content, commerce and promotions.
"Leveraging the Mediaplex-OpenGrid technologies, companies can extend their offerings
to users of any wireless device in real time. OpenGrid's intelligent filtering and instant
relaying features, coupled with Mediaplex's back-end integration capability, creates a fully
automated solution that fosters more dynamic relationships with end users," said Jens
Horstmann, president of OpenGrid.
About Mediaplex, Inc.
Mediaplex, Inc. (www.mediaplex.com) is a leading advertising technology company. The
company's proprietary MOJO(TM) (mobile Java objects) technology is the only platform to
deliver real-time messaging based on true integration between an advertiser's internal
business data, such as inventory, pricing and customer information, and that advertiser's
online marketing initiatives.
In addition, Mediaplex provides comprehensive online campaign services. Mediaplex
clients include P&G's Reflect.com, OfficeMax.com, ShopNow.com, Tickets.com, and
advertising agencies such as McCann-Erickson/A&L and Publicis & Hal Riney on behalf of
their clients including Sprint PCS and Silicon Graphics, Inc.
Mediaplex is headquartered in San Francisco, with offices in New York, the Silicon Valley,
and Hamburg, Germany. Mediaplex can be contacted at 877/402-PLEX.
About OpenGrid, Inc.
Based in Santa Clara, Calif., OpenGrid, Inc. is the first company empowering intelligent
interaction with the wireless Internet. Our OpenGrid Interchange platform empowers our
partners to expand their reach and build stronger customer relationships. OpenGrid
delivers the wireless Internet to end-users through intelligent interaction with wireless
messaging, content, commerce and promotions.
We bring the wireless Internet to the next level by matching personalized customer needs
with access to the right information at the right time.
OpenGrid is a privately held company. OpenGrid partners include market leaders
Motorola, Hilton Hotels, Cendant and Pegasus Systems. Additional information about
OpenGrid can be found at www.opengrid.com.