Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
NEW YORK AQuantive, parent to Avenue A, i-Frontier and Atlas DMT, today launched a new division that will buy ad inventory from online publishers and resell it to advertisers based on Web surfers’ past behavior, demographic makeup and geographic location, among other factors.
Called DRIVEpm (performance marketing), the Seattle-based unit will buy blocks of unsold or undervalued online ad inventory on a CPM or revenue-share basis from Web publishers. It will then define the audience for that media using anonymous data, such as users’ prior site behavior, purchase actions, demographics, geography and modem speeds, and sell that specific target to marketers on a cost-per-action, cost-per-click or CPM basis.
DRIVEpm
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in