Datran Media announced a move in line with its growth strategy with the acquisition of Chintano. Chintano is a third generation online advertising technology company that specializes in contextual and behavioral ad serving. The acquisition and integration of the Chintano technology within Datran Media’s Exchange Online (EO.com) platform will open EO.com to all online display advertisers and publishers, not just those looking to leverage the email channel. Financial terms of the transaction were not disclosed.
The First Fully-Integrated Exchange
In April, Datran Media launched EO.com as the first real-time market exchange designed to enable advertisers to bid for Cost-Per-Acquisition (CPA) media. The integration of Chintano’s technology, which has been serving billions of ads targeted contextually on a monthly basis, will enable any company looking to manage online media campaigns across both display and email to do so through EO.com. The union of intelligent ad serving and Datran Media’s EO.com will benefit both advertisers and publishers. It will allow advertisers to optimize their online media and achieve the appropriate mix of banners and email placements while allowing participating publishers to better monetize their inventory.
"The key benefit of integrating this state-of-the-art ad serving technology within EO.com is that advertisers now have a single platform to manage their campaigns across both the display and email media channels – in a cohesive way”, stated Matt Keiser, President of Datran Media. “The most sophisticated marketers are taking an integrated approach and finding success by leveraging the distinct strengths of each channel in their online media mix. Display and Email are extremely complimentary and can be bought and sold in similar ways.”
Chintano Chief Executive Officer Ramesh Haridas added, “In working together with the Datran Media team, it became clear that the integration of Chintano’s advanced technology platform for ad targeting and optimization with Datran Media’s Exchange Online would result in one of the most powerful and flexible systems for advertisers on the Internet.”
Mr. Haridas has joined Datran Media as Vice President of Ad Serving in the company’s New York headquarters, and Chief Technology Officer Geoff Simons has joined as Targeting Software Architect in the Reston, Virginia office. The remainder of Chintano’s team has also become a part of Datran Media.
Scott Knoll Joins Datran Media
The company also announced that former BlackFoot CEO and long-time DoubleClick executive Scott Knoll has joined the Datran Media team as Senior Vice President and General Manager. Mr. Knoll will be focused on expanding EO.com to maximize the value it delivers to online display advertisers and publishers.
Mr. Knoll has more than 18 years of entrepreneurship and experience in technology and advertising, including six years at DoubleClick Inc., where he oversaw the launch and development of the DoubleClick Ad Network in nine countries. During his tenure at DoubleClick, Mr. Knoll also held several senior roles including Vice President and General Manager of Marketing Solutions, Managing Director DoubleClick Asia Pacific and Vice President of Operations. Mr. Knoll also co-founded and served as Chief Operating Officer of data services company Verified Person and held management roles at Time Warner Inc. and Andersen Consulting.
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