What are your monthly impressions?
Approaching 5 billion per month in Q1 2006.
How many unique visitors are there within your network in a given month?Approximately 60 million unique visitors.
How many sites are in your network?
We partner with large, branded publishers, primarily the top 250 publishers as reported by MediaMetrix.
What kind of targeting do you provide? How is this targeting achieved?
We provide a broad array of targeting variables through partnerships with companies like Digital Envoy, Claritas, and Atlas Solutions. These targeting variables include remessaging/remarketing to past purchasers or previous visitors, PRIZM NE clusters, geo-targeting to zip, SIC codes, day parts, ISP/Domain and connection speeds. These variables can be layered to create a custom built target for the advertiser and is sold on a CPM.
We also provide large reach targeting on a CPA, CPM or hybrid which allows advertisers to name their ideal price to pay for an acquisition/impression. This program delivers volume to advertisers based on their competitiveness versus other advertisers within the network. Volume is not guaranteed, but advertisers may modify their "bids" on a weekly basis to increase volume/performance. This program requires all CPA advertisers to place a 1x1 action tag on the confirmation page, and participate in a two week test to determine success.
Do you accept all forms of rich media? How about video?
We currently support six standard IAB in-page formats from GIF to Flash. We accept larger rich media formats on a case by case basis, but will look forward to supporting a larger array of rich media in late 2006.
What is a distinguishing feature of your network? Do you cater to a particular kind of audience or site?
DRIVEpm is a premium ad network, purchasing our media primarily across the top 250 Media Metrix publishers. We employ an "open door" policy for both our advertisers and our publishers. Our advertisers have the ability to exclude publishers that may be inconsistent with their brand. Publishers may opt out of any advertiser on our client list. We offer a broad array of targeting variables with the ability to customize to our advertiser's target audience, including advertiser-side behavioral variables. While we support various ad serving platforms, our seamless integration with Atlas Solutions allows for de-duplication of conversions and frequency controls across ad buys.
Is there anything else you'd like to say about the network or about the online advertising industry in general (prognosis, needs for change, et cetera)?
We plan to integrate our online targeting capabilities with new offline data streams, support an even larger array of rich media and ad formats and create increased flexibility for advertisers to customize and easily refine multi-variable targeting campaigns.
What is your website?
http://www.drivepm.com/
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Jim Meskauskas has spent the last ten years working in media at advertising agencies, handling both online and traditional media accounts that ranged from Nestlé Beverage to Amazon.com to Schering-Plough. Most recently he was partner and Chief Strategic Officer with Underscore Marketing. He is also a principal and Vice President of Media with Pericles Consulting, an online political marketing agency, whose clients have included the Bush-Cheney 04 re-election campaign and the National Republican Senatorial Committee. Jim is iMedia Connection's Media Strategies Editor.