• March 25, 2009

Gold Lasso, a maker of on-demand email marketing software, will launch RegReady, a network that relies on bidding to position ads.

It promotes a performance-based advertising strategy that creates a marketplace by giving advertisers and publishers greater control of campaigns.

The advertiser does not pay unless someone opts in, with minimum bids starting at 10 cents per field. Advertisers take control of ad placement by selecting publishing partners.

Publishers who choose to monetize their Web site can reject advertiser bids. The Gaithersburg, MD company said MarketingSherpa, iMedia Connection, Marketing VOX, North American Publishing and AdRants are testing the product.--Laurie Sullivan