Avenue A, Inc. (Nasdaq:AVEA), a digital marketing and optimization company (www.avenuea.com), and 2Roam, a Wireless Web Application Service Provider (ASP) (www.2roam.com), today announced a partnership intended to deliver the industry's first closed loop tracking solution for wireless advertising.
This system is designed to enable Avenue A to report return on investment results for its advertiser clients. 2Roam will be a preferred wireless application service provider for Avenue A.
Avenue A expects this partnership to seamlessly extend its unique ad serving technology and testing, analysis and optimization methodology to wireless devices. For 2Roam, this partnership is indicative of the company's commitment to team with advertising industry leaders to provide comprehensive wireless business solution for advertisers and Web site businesses.
"Teaming with wireless leader 2Roam allows Avenue A to extend its testing, analysis and optimization solution to include wireless media placements," said Scott Lipsky, Avenue A's co-founder and chief technology officer. "This is a very important step forward, as we go beyond the early testing in wireless ad serving that is happening today. For the first time, we will be able to offer return on investment results of wireless marketing campaigns."
"Avenue A's leading data capture technology, combined with 2Roam's patent-pending wireless solution, represents a breakthrough for Web site businesses looking to extend their marketing initiatives to wireless," said Bryan Wargo, co-founder and CEO for 2Roam. "We are pleased to continue to create profitable new wireless channels for our customers by teaming with industry leaders such as Avenue A."
A Jupiter Communications report released in April of this year predicts that the addressable market for wireless data services will grow rapidly, with an estimated 90 million wireless application protocol (WAP)-enabled phones in the hands of U.S. consumers by 2004. As more consumers use wireless devices to access the Internet, the greater the demand will become for business trying to reach those consumers via their online marketing efforts.
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