Industry NewsTechnology

Reply.com announces IPO

2001 startup delivers leads, traffic to real estate, auto industries

Reply! Inc., an online marketing platform that supplies traffic and leads to the real estate and automotive industries, hopes to raise $60 million in an initial public offering after posting its first profit in 2009, the company said today. Doing business as Reply.com, the San Ramon, Calif.-based company aggregates pay-per-click traffic from search engines and its own display ads and Web sites, in turn providing clients with leads or "enhanced clicks" it creates by requesting more specific information from consumers. Advertisers can use the Reply.com platform to create campaigns for buying leads or traffic, receiving geo-targeted traffic from consumers who are at a critical decision-making point, the company says. Reply.com counts Weichert Lead Network, Intelius, ZipRealty, LeadtoRealty, Market Leader, MultipleListing.com, RealtyStore.com and RealEstate.com among its clients in the real estate industry. According to a preliminary prospectus filed with regulators ...