Lycos Selects Datran Media to Increase Inbox Marketing Revenue

Share Article

Tripod, HotBot, Gamesville and Angelfire Properties to Benefit from StormPost, Inventory Management and Exchange Online Solutions

Until now, publishers of inbox ad inventory had limited options for managing their media

Datran Media, the industry-leading inbox marketing company, today announced that Lycos, Inc. (, a leading provider of social publishing, media and search services, has signed on as its newest StormPost client. Lycos selected StormPost as its primary tool to deliver and manage email newsletters and advertising inventory for its 10 million-member network including the Tripod, Lycos 50™, Gamesville and Angelfire properties.

"Lycos's marketing initiatives range from CRM, newsletter-based programs to stand-alone and contextual advertisements," said Brigitte LaMarche, director of marketing for Lycos. "Datran Media was selected to help Lycos grow the revenue stream we generate from newsletter banners and other inbox ad inventory. In addition, the combination of Datran Media's Inventory Management solution and its Exchange Online ( auction-style marketplace provides our Tripod, HotBot and Angelfire business lines with the opportunity to monitor sold and available inbox ad inventory and funnel any unsold units into the marketplace. It's a tremendous efficiency and revenue generation value-add."

Datran Media's inbox ad serving solution allows publishers to serve highly relevant messages, including banner ads within their email newsletters. The solution provides publishers with the same media opportunity in the email channel that was established in the display advertising channel in the past.

Datran Media's first-of-its-kind inbox advertising Inventory Management system allows salespeople to select, reserve and manage their inbox ad inventory similar to the way that they manage banners and other web inventory. It then generates status reports on the availability of inbox ad space and allows users to "release" unsold inventory into Datran Media's Exchange Online (, the first real-time, bid-driven marketplace for inbox and web media.

"Until now, publishers of inbox ad inventory had limited options for managing their media," said Matt Keiser, president of Datran Media. "Datran Media's newsletter banner serving, Inventory Management and solutions solve that problem by adding intelligence and automating the processes. We are excited that Lycos has teamed with Datran Media to manage this critical component of their revenue model."

About Lycos, Inc.
Lycos, Inc. ( is a wholly-owned subsidiary of Daum Communications Corp., a leading Internet portal and e-commerce destination in Korea with a growing presence throughout the Asian markets. Lycos, Inc. operates search and technology web sites that foster online communities, including the new Lycos Cinema video platform, combining community with high-quality broadband video content. Other Lycos products and sites include,,,,, Lycos Mail, and The Lycos 50TM. Lycos was acquired by Korean Daum Communications Corp. in October 2004 and has its U.S. headquarters in Waltham, Massachusetts. Daum Communications Corp. is traded on the KOSDAQ: 035720,

About Datran Media
Founded in 2001, Datran Media is the industry-leading inbox marketing and web advertising solutions provider and is the creator of Exchange Online (EO), the first exchange for inbox+web media. Datran Media also offers StormPost™, an enterprise-class email delivery and ad serving solution, and UnsubCentral™, the industry-standard in CAN-SPAM compliance solutions. Datran Media also powers NetMargin™, one of the premier online advertising networks and exclusive inbox marketing channel for hundreds of top consumer brands. For more information on Datran Media, please visit:


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Carla Vicens
Visit website