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BlueStreak introduces ad-targeting service

BlueStreak.com, a rich-media and interactive marketing services company, today introduces Radar (Real time Access to Data), an online ad-targeting service designed to eliminate privacy concerns. Rather than using cookies to create individual profiles or track individual online behavior, Radar tracks click-stream activity of aggregated groups to identify marketing opportunities.

FreeScholarships chooses Phase2Media for ad sales

FreeScholarships.com, a Web site designed to help students and their families pay for education, picked online ad sales rep company Phase2Media to handle interactive advertising and sponsorship sales. FreeScholarships gives away cash scholarship awards through weekly online drawings. Phase2Media will promote that aspect when selling to marketers targeting the college-student market.

`Parade' readies new Web scanner for ads

Parade struck a deal to offer DigitalConvergence.com's handheld scanning service to advertisers. Beginning in late summer or this fall, advertisers will be able to run a bar code in print ads, allowing consumers with the device to scan the code to link on a PC to a precise area of a Web site tied to the ad. Jack Griffin, exec VP of the 37 million-circulation Sunday supplement, said the rollout will depend on how many free scanners DigitalConvergence distributes. DigitalConvergence, which filed in late April for an initial public stock offering, plans to give away more than 50 million scanners and related software by the end of 2001, via media partners and

RadioShack Corp. DigitalConvergence investors include RadioShack, Young & Rubicam, Coca-Cola Co. and Belo Corp. Forbes, Wired and NBC-owned stations also plan to use the service.

Be Free expands offerings with personalization

Be Free, a provider of affiliate marketing services, today introduces

BSelect Onsite, software that will enable marketers to add personalized ad-targeting to their Web sites. The software allows marketers to anonymously target users based on their click-stream and purchasing activity. It also lets users opt-out of profiling and edit the information. This broadens the business model for Be Free, which competes with affiliate marketer LinkShare Corp. Bicycling site Supergo.com already is using BSelect Onsite; the software will be available for affiliate sites in the fall.

F.Y.I.

As expected, Engage today officially announces it has rolled Adsmart and Flycast Communications Corp. under one umbrella brand, Engage Media, dropping the Adsmart and Flycast brands in the process (AA, April 10). Engage Media will provide online ad and e-mail services as well as profile-based audience tracking. . . . Sony Online Entertainment signed an exclusive, two-year agreement to use DoubleClick TechSolutions' DART for Publishers for ad-serving and ad management for its online properties including The Station@sony.com, Sony Music Online, Sony Pictures Entertainment Online and InfoBeat. Sony Online Entertainment previously used Engage as its ad-serving company.

Chat. . .

Last exit before toll: Playboy.com today announces plans for a bachelor party service in conjunction with wedding site the Knot (theknot.com). The service, which will reside within Playboy.com's network of sites, will offer bachelor party planning tools, local resources and merchandise. In the interest of corporate synergy, July's Playboy will feature an article on bachelor bashes. . . . If anyone still needs a dot-com account: ShareMax.com, a Parsippany, N.J.-based business-to-business site that helps companies manage purchasing, is looking for an agency

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