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ZDNet offers two new advertising programs

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San Francisco--ZDNet, Ziff-Davis' online business unit, unveiled two new advertising programs designed to take advantage of the Internet's interactive capabilities. The programs--Home Base Targeting and Window of Opportunity (WOO) Targeting--build on ZDNet's "Smart Serving" advertising capabilities introduced in June. These new programs allow ZDNet to determine visitors' preferences based on their historical activity on the site. The goal of what ZDNet calls "behavioral targeting technology" is to enable advertisers to send precisely targeted messages to Web visitors. "Home Base and WOO Targeting benefit ZDNet visitors by delivering only the ads that are relevant to their demonstrated patterns of interest," said Barry Briggs, ZDNet's exec VP. ZDNet says its visitor-profiling system that is the basis of these new advertising programs protects visitors' privacy by retaining their anonymity.
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