Mediaplex Launches Master TMS, The World's Most Robust, Integrated Tag Management System.

Mediaplex, the technology division of ValueClick Inc. (NASDAQ: VCLK) and the leader in digital marketing analytics and advertising technology, today announced the formal launch of Master TMS, the world’s most robust integrated tag management solution. Master TMS ensures efficient tag implementation and superior data collection for advertisers utilizing data-driven marketing tactics and analytics strategies.

Master TMS is an evolution of Mediaplex’s container tag solution first introduced in 2007 and utilized by many of the world’s leading digital advertisers including Dell, eBay, Shutterfly and Wells Fargo. “Site tags are becoming increasingly prevalent and critical to advertisers’ digital marketing efforts. As such, providing a leading tag management solution has been a top priority for Mediaplex and ValueClick, Inc. as a whole,” said Mediaplex President David A. Yovanno. “This was a company-wide initiative that drew from the best development resources across ValueClick. We view tag management as an important service to offer current and future partners of Mediaplex and our other ValueClick businesses.”

Master TMS is a 100% vendor neutral solution; however, digital advertisers leveraging ValueClick, Inc. services will enjoy integrated pricing as well as tight data integration across many ValueClick, Inc. offerings.

Geoff Katz, vice president, client operations at Mediaplex and former director of tools and technology for Razorfish, leads product development for Master TMS. “At Razorfish we had the opportunity to vet and use many of the tag management solutions available today. With Master TMS we were able to address shortcomings and create a product that better meets the needs of today’s top digital advertisers. We feel strongly that tag management is best supplied by integrated advertising technology partners with a long track record managing tags, data and analytics for leading advertisers.”

Master TMS boasts a number of key advances including a minimized code footprint, optimized tag loading on mobile devices, improved implementation workflow and instant tag activity and health reporting.

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