Santa Clara, Calif.--McAfee.com, which disclosed in February it planned to launch a privacy-ensured advertising system, announced Monday the first customers for its new Internet advertising service. Dell Computer Corp., Crucial Technology, PSN.net, Lotus and Xircom are the first customers of the service, dubbed Silhouette. In launching operations, McAfee stands to compete against such established firms as DoubleClick and 24/7 Media, but initially in an unusual niche. It will serve advertisements without profiling individual users. Rather, it will read the components on the computer and suggest products based on the machine's profile. McAfee.com is using its brand, known for security systems and virus debuggers, as a way to build trust in Internet advertising. The company also established an advertising sales office in New York.