Japanese online ad co. to incorporate advertorials

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TOKYO -- Japanese online advertising company CYBER AGENT is launching a new campaign that will incorporate advertorials and has signed up its first client, Osaka-based cable music company USEN-NET.

CYBER AGENT and USEN-NET will establish a joint site that enables Internet users to apply to receive USEN-NET services, and CYBER AGENT will place service advertorials on 50 affiliated sites.

Under the new system, CYBER AGENT will collect a fee of $81 from USEN-NET each time an Internet user who has read the advertorial actually signs up for USEN-NET services. CYBER AGENT will keep 40%of the fee and remit the remaining 60% to the site that hosts the advertorial.

The company claims the system is more effective than the traditional guaranteed clickthrough system.

Copyright July 1999, Crain Communications Inc.

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