GeoCities revamps ad-targeting software

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GeoCities today reveals a new ad-targeting capability using Aptex's SelectCast software. Before GeoCities began testing SelectCast six weeks ago, Michael Barrett, VP-advertising sales at GeoCities, said its themed neighborhoods were the most targeted ad buy on the online community.

Most of GeoCities' 2.5 million members have varied interests reflected in their sites, he said, noting a golf site might also touch on wine and cigars. "Now with Aptex we're able to understand everything about the page," Mr. Barrett said.

GeoCities' pages are now classified into more than 1,000 categories or topics, around which it can sell ads, he said. It's also sold out key topics such as cat and dog topics, bought by Ralston Purina Co.

Copyright November 1998, Crain Communications Inc.

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