Ad-targeting and measurement company MatchLogic announced that it's expanding its interactive tracking software into cable TV and broadband. MatchLogic, which is a division of Excite, says it will bring the same accountability to cable TV as it does to the Web. Its service TrueCount, which solved the ad-caching problem, has improved accountability in the Internet ad industry. MatchLogic announced its plans at the Western Cable Show, in Anaheim, Calif. "We think when you go long term, matching the power of cable with the power of the Internet, you've got a killer combination,"' said George Bell, CEO of Excite. "This technology will measure every eyeball," added Pete Estler, president/CEO of MatchLogic.
Copyright December 1998, Crain Communications Inc.