Ads buzz to Firefly

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More than 15 marketers responded to a promotional opportunity offering free ads on Firefly, an intelligent-agent-driven music and entertainment site from Agents Inc., Cambridge, Mass. The service relaunched Tuesday with films as a new content category and a new interface.

Advertisers that signed on by Tuesday get 25,000 free impressions on the site in a program called "Adfly," in which users rate ads the same way they rate music, movies and other entertainment.

"Not only are you getting quantitative feedback, you're also getting qualitative data back [saying] how good is my targeting? How good is my creative?" said Saul Klein, Agents VP-marketing.

Advertisers get unlimited creative and can use the intelligent agent system to target ads as they wish to various demographics as well as entertainment interests. Participants include: AT&T, Sprint, MCI's 1-800 Music Now, Bantam Doubleday Dell, BMG, Columbia Records, Duracell, IBM Corp., MasterCard, Saturn, Sun Microsystems, Stolichnaya vodka, USSB (United States Satellite Broadcasting), SiteSpecific and N2K (which produced online music store Music Boulevard).

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