Less than a year after introducing its own ad distribution and tracking software, San Francisco-based C/net: the Computer Network
said it will use NetGravity's AdServer for its flagship site as well as for Search.com
. AdServer allows major media sites to control and track rotation of advertisers' online creative and also allows advertisers to test multiple creative executions and see which one draws the most traffic. Time Warner's Pathfinder
began working with the service in February. One thing NetGravity can't do: track for an agency which major media sites get the most click-through for a client's banners (unless those sites are all using AdServer).