San Francisco startup Mariposa Media announced today it is launching a service that matches marketers’ offers with publishers’ e-mail lists on a cost-per-action basis.
Dubbed Mariposa Marketplace, the service’s main point of difference is hands-on customer service for both advertisers and publishers, according to company co-founder Rodrigo DeGuzman.
“The marketplace is essentially a destination for both advertisers and e-mail publishers, and a way for those advertisers to distribute their offers to consumers that the publishers have at a very effective CPA,” he said. “Advertisers always want the lowest CPA and publishers always want the highest. We work to optimize both sides of that and think of both the advertiser and the publisher as our customers.”
Another point of difference, according to DeGuzman, is that Mariposa Marketplace doesn’t involve bidding or auctions like Datran Media’s recently launched Exchange Online service, in which advertisers bid on e-mail newsletter publishers’ remnant space.
Mariposa Marketplace “is very high-touch and highly consultative,” he said. “Our team reviews every single transaction and every single offer, making sure that the offers we send to publishers are not available anywhere else, and that the publisher is going to run the offer and have an effective campaign with that offer.”
DeGuzman claims he’s got seven publishers representing hundreds of millions of e-mail addresses signed up for the program. He also says all of the addresses are permission based and the publishers can document it.
“We seed every list that comes in and if that list is being pounded and our offer is invisible in a sea of offers, we’ll stop distribution on that particular list, and look for another list for distribution,” he said.
The three publishers he said he can name are LeadClick Media, e-mail ad network WebJuice and MeridianEmail.
DeGuzman and his business partner launched Mariposa Media in 2005 while working at online marketing services provider Topica.
