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Online advertising news

Online advertising news

Eyeblaster, the global leader in integrated digital marketing solutions, and Dapper, a leader in the emerging content mashup space, announce a strategic partnership to create the next generation of online ads.

MashupAds will enable campaigns with dynamic content from external sites. Providing a platform for the delivery, management and analysis of the new MashupAds, Eyeblaster once again shows its commitment to deliver a complete range of ad campaign management services to its clients.

Until now, the only way advertisers could integrate content into online ads was using XML feeds. XML, however, requires coding on both ends – content provider and ad designer. Because of this limitation, most of the Web’s content was not readily available and integration was often costly, lengthy and risky.

With MashupAds, designers will be able to make advertising dynamic in ways never thought possible using powerful, user-friendly mashup tools. Ad creators can move text, images and even interactive forms from existing websites into online ads and:

  • Integrate advertiser’s content into the ad.
  • Include third party content into ad.
  • Contextualise the mashup by analyzing the data to target the ad.

MashupAds are an extension of Dapper's proven core feed-creation engine at  Through a simple, point-and-click online interface, advertisers and publishers can "unlock" their content to create live feeds that are used to create relevant, compelling ads with no programming. 

The end result is an ad that behaves like a site feature, combining the advertiser's site functionality with a publisher's context. MashupAds make the difference for advertisers because they:

  • Increase relevance through live, updated content beamed directly into the ad.
  • Increase interaction, conversion, CTR and ROI.
  • Build higher brand awareness.

“Content plays a big role in brand advertising. But content alone cannot connect a brand to its audience,” said Gal Trifon, co-founder and chief executive officer at Eyeblaster. “MashupAds will deliver relevant, engaging content closer to the consumer by taking it from the website to an interactive ad campaign.”

"We are very excited at this opportunity to work together with a global leader such as Eyeblaster. MashupAds will transform display ads into becoming more engaging,

interactive and relevant, and most importantly, enhancing the end-user's browsing experience" said Eran Shir, co-founder and chief executive officer at Dapper.

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About Eyeblaster

In 1999, Eyeblaster was among the pioneers in rich media advertising. Today, Eyeblaster extends its creative heritage in digital advertising through Ad Campaign Manager (ACM). ACM is a robust, integrated and easy-to-use platform that allows customers to focus on campaign strategy, creativity and media efficiency without having to worry about the technical complexities associated with managing global advertising campaigns online.

ACM enables interactive agencies, advertisers and publishers to manage campaigns across digital media channels, including online, mobile and in-game, and a variety of formats, including rich media, in-stream video, display and search.

In 2007, Eyeblaster delivered campaigns for nearly 7,000 brand advertisers using approximately 2,500 media agencies and creative shops across over 2,500 global web publishers in over 40 countries worldwide throughout North America, South America, Europe, Asia Pacific, Africa and the Middle East. Learn more at
About Dapper

Dapper is a U.S. company with offices in Tel Aviv, Israel. Founded by Eran Shir and Jon Aizen in late 2005, Dapper aims to make it easy and possible for anyone to extract and reuse content from any website. By doing so, Dapper hopes to allow others to realize their creativity and implement new and exciting services and applications. For more information, please visit

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