Firefly touts targeting solution

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In a major step forward for personalizing the Web, several measurement and ad management companies have agreed to support a standard way of delivering targeted advertising and information.

Web measurement companies Internet Profiles Corp. and Accrue and ad management companies NetGravity and RealMedia will use intelligent agent software from Firefly Network to deliver personalized advertising and Web traffic reporting solutions.

Participating sites will use Firefly's Passport software to register visitors and build individual profiles based on visitors' activity on a site. Other Passport-enabled sites will be able to recognize users with Passports and offer them customized information and personalized ads.

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Copyright December 1996, Crain Communications Inc.

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