LiveIntent helps publishers drive new revenue from an overlooked source: email

NEW YORK, Feb. 25, 2013 /PRNewswire/ -- LiveIntent's phenomenal 600% growth in 2012 was due to the rapid adoption of its technology by leading publishers who are finding success and revenue using the first real-time optimization platform for advertising in email. These notable publishers, including Meredith Corporation, McClatchy and Interactive One, all utilize LiveIntent's LFX platform to monetize their outbound email traffic, simplify their email ad sales process, manage email ad inventory yield and provide advertisers with the ability to bid on a publisher's best audience: their opt-in email subscribers. 

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Numerous studies have proven that Email plays a large role in our lives at work, at home, and on the go. According to a recent Pew Internet study, email is the number one desktop, mobile and tablet application across all ages and demographics. Despite its ubiquity and pervasiveness, adtech has largely left email behind, leading many publishers and advertisers to shun the channel and chase other newer innovations. But despite its previous limitations, publishers have continued to rely on email because it is simply one of the best methods for driving traffic.

LiveIntent's technology has 'fixed email', solving one of the oldest problems facing publishers: how to monetize its valuable email subscriber base. By implementing LiveIntent's LiveTags, any publisher can leverage LiveIntent's technology to monetize its email newsletters and alerts with high-quality, targeted advertising, exactly the same way that they monetize their web properties today:  with standard IAB ads targeted to specific audiences

"LiveIntent has given us a reason to re-assess the value of our subscriber newsletters. They've proven it's a channel that could be well monetized and should not be overlooked," said Andy Wilson, SVP Digital Media - Meredith National Media Group "Their platform gives our sales team expanded capabilities for selling display in our newsletters while providing us with incremental revenue stream when our inventory is not sold."

LiveIntent gives publishers the ability to bring their existing demand for online display into their newsletters and alerts, and also extend their audience reach across the entirety of the LiveIntent publisher network. This allows premium publishers to better utilize their internal sales force and more easily sell and control their email inventory. In turn, LFX gives publishers the opportunity to extend their reach, affording them the ability to buy across LiveIntent's premium publishers in real-time, giving them more choice and flexibility in how they work with advertisers.

"Not only has LiveIntent enhanced our email ad products for direct advertising partners," said Greg Toothaker, SVP Revenue Operations at Interactive One, "but they have also provided a great secondary tier of demand, allowing us to truly maximize the revenue opportunity we have from our subscriber audience with our email ad inventory."

LiveIntent currently powers the email ad inventory management for 300 publishers across all sectors, with unique reach in the tens of millions a month. Whereas email ad inventory used to be practically untargetable, LiveIntent unlocks an opportunity for those publishers to sell and serve targeted email advertisements based on location, time of day, demographic, device and more.

"It is clear that email is essential to our daily lives as we hold it in our palms with our smartphones," said Matt Keiser, CEO of LiveIntent. "With worldwide email accounts numbering more than 3 billion, email is an obvious way to reach audiences on a deeper level than simply display advertising alone. Our unique technology makes display advertising in email profitable and easy – something that no one else has yet to be able to achieve.  Once publishers start using our technology, they quickly forget the problems they had monetizing their email ad inventory."

About LiveIntent
LiveIntent is the only company with a real-time display ad platform for email. LiveIntent works with advertisers, publishers and agencies to provide ad optimization, DSP / trading desk and exchanges capabilities. The company is venture-backed by Shasta Ventures, Battery Ventures, First Round Capital, Lerer Ventures and Grape Arbor VC. LiveIntent was founded in 2009 and is headquartered in NYC. For more information and a demonstration of the company's technology in your own inbox, visit www.liveintent.com.

SOURCE LiveIntent