The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Consumers use OtherInbox to organize messages from retailers and social networks.
Return Path, a provider of e-mail certification and reputation management services, has bought OtherInbox Inc., whose technology enables consumers to organize e-mail marketing messages that come from retailers and social networks. Return Path did not say how much it paid for the Texas-based company.
Some 2 million consumers use OtherInbox to organize their incoming e-mails and to unsubscribe from unwanted message lists, Return Path says. For instance, the company’s Automatic Organizer puts receipts, newsletters and Facebook messages into consumers’ e-mail folders; the tool sends consumers daily summaries of received messages.
Return Path says it will use OtherInbox to enhance e-mail blocking and filtering decisions. Data from OtherInbox will also be used to boost Return Path’s abilities to measure the how much consumers desire particular e-mail marketing messages.
Return Path says that OtherInbox will function as a wholly-owned subsidiary. All its employees will keep their jobs, including CEO Joshua Baer.
“We are delighted to have the OtherInbox team members join the Return Path family in our common goal of making e-mail work better and end messaging abuse,” says Matt Blumberg, Return Path’s CEO. “By leveraging our core strengths in developing cutting edge technology, providing insight into consumer e-mail preferences and global best practices, our respective teams will continue to deliver value to consumers, marketers, Internet service providers and mailbox providers that ensure meaningful e-mail communications.”