INTERACTIVE: NEW PLAYER JOINS FRAY OF WEB AD TARGETERS

By Published on .

The competition for serving up targeted ads shows no sign of diminishing.

StarPoint Software, a Mountain View, Calif.-based com-pany whose founders hail from search engine technology company Verity, next week will unveil new technology for managing and de-livering targeted, personalized con-tent and advertising.

The company has created what it calls an Affinity Server that gathers information on demographics, geo-graphics and psychographics. Its ad delivery system will then combine the collected profiles with ad inventory data to select and deliver an ad that best matches each visitor.

FUTURE ALLIANCES IMMINENT

Three Web sites are testing the software: Individual Inc.'s NewsPage, WebChat and travel directory Go-Explore. The product is expected to sell for $10,000.

StarPoint (http://www.starpt.com) may form alliances with companies including NetGravity-which it doesn't consider a competitor because NetGravity focuses on managing, not targeting ads-and Net Perceptions, a company that customizes content for Web sites.

"Our software was created to capitalize on a whole spectrum of personalization technologies," said Michael Tanne, StarPoint founder and president.

In related news, competitor Accipiter signed a licensing agreement with CNET (http://www.cnet.com), which will use Accipiter's AdManager.

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