Platform enables publishers and advertisers to tap the full potential of cross-channel marketing.
New York – LiveIntent today announces LFX, the first platform designed to allow publishers to manage and monetize their valuable subscribers wherever they are – in email, on mobile devices and across the web. LiveIntent’s LFX provides premium publishers with the tools they need to control access and optimize yield of direct-sold, house, DSPs and Agency Trading Desks’ demand. It also allows advertisers to efficiently reach subscribers in the same way they access premium display on the web – programmatically or through a publisher’s direct ad sales force.
According to LiveIntent’s CEO, Matt Keiser, “LiveIntent’s LFX delivers the features and benefits publishers and advertisers have come to expect from other online media channels, while reaching a publisher’s most engaged customers, the brand loyalist that trusts a publisher’s content and ads.”
LFX for Advertisers
In addition to publishers’ direct ad sales forces, advertisers, DSPs, and agency trading desks now have the ability to quickly and easily buy and bid on a publisher’s most engaged audience: subscribers. Campaigns can be targeted based on location, device, time of day and browser, as well as demographics including gender, age and household income. For even greater targeting sophistication, first and third party data can be used, including data sets from Bizo,Rapleaf and Axciom. LiveIntent is also the only company within the email ecosystem providing advertisers with brand safety options through a partnership with DoubleVerify and consumers assurance through the DAA’s AdChoices program.
“Marketers trust Bizo to help them reach targeted audiences of business professionalsw, wherever they are online,” said Russell Glass, CEO, Bizo. “Through our partnership with LiveIntent, we are able to add email newsletters to the Bizo platform, providing the brands that we support access to targeted and engaged business professionals through the email newsletters they read everyday.”
Advertising partners already contracted to use LFX range from agencies to DSPs to trading desks. Launch partners include Centro, Booyah Advertising, Horizon Media, Merkley+Partners (Smart Car), Razorfish (Intel), Adnetik, Neo@Ogilvy, Connection Engine, andVarick Media Management.
“Our clients are always seeking the best ways to reach their audience through premium channels,” said Alex Horowitz, Senior Manager of Strategy andPartnership, VMM. “LiveIntent gives us the ability to reach a premium audience through the most active and unique channel – email, across both web and mobile devices.”
“The granularity of the audiences we can reach using LFX will play a key role in our upcoming campaigns,” said Christiane Grando, Strategy Director, Razorfish. “LFX makes access to premium subscribers much easier, and we have confidence that we are getting our campaign in front of an audience with a built-in level of trust.”
LFX for Publishers
LiveIntent currently powers the email ad inventory management for a growing number of ComScore Top 100 Publishers. One of the publishers planning to leverage LFX is LearnVest, a daily financial email targeted to women.
“LFX has improved the efficiency and deliverability of our email ads. With enhanced targeting capabilities, we have more premium inventory to package and sell,creating a better experience for both our marketing partners and users.” Jacquelyn White, VP Advertising
“Email advertising is one of the most effective forms of online advertising – email is the number one app on computers, smart phones and tablets,” said Keiser. “With worldwide email accounts numbering more than 2.9 billion, an efficient solution for reaching this engaged audience was overdue.”
About LiveIntent
LiveIntent is the only company with a real-time display ad platform for email. LiveIntent works with publishers, advertisers and agencies. Providing the only ad serving, SSP, DSP / trading desk and exchange capabilities for reaching subscribers. The company is venture-backed by Shasta Ventures, Battery Ventures, First RoundCapital, Lerer Ventures and Grape Arbor VC. LiveIntent was founded in 2009 and is headquartered in NYC. For more information and a real-time demonstration of the company’s technology, visit www.liveintent.com.
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