MatchLogic releases software to solve caching problem

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Denver-based MatchLogic has cracked a vexing Internet advertising dilemma with its new product, TrueCount. The service tracks and manages ad impressions that currently go uncounted due to serving up a copy of a frequently requested page commonly known as caching by proxy servers.

In a survey audited by Ernst & Young, MatchLogic tracked millions of impressions served across more than 200 Web sites and concluded that on average 76% more Web surfers are seeing companies' ads than sites are normally able to track and charge for.

Companies with large numbers of Net users, including Internet service providers, frequently use proxy servers to copy frequently accessed Web pages into local caches to reduce the company's external Internet traffic and speed Web response times for users. TrueCount's technology allows advertisers to accurately count and manage cached ad impressions, while working with the proxy servers to reduce network traffic.

Copyright October 1997, Crain Communications Inc.

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