Ad management company NetGravity joined forces with MatchLogic, a marketing services company that's an independent subsidiary of Excite. Working together, the companies said they're trying to provide a technology standard for online ad-serving and tracking. As part of the agreement, NetGravity and MatchLogic will support a counting methodology based on MatchLogic's TrueCount technology, which NetGravity will license and implement. The companies have also agreed on a common way to deliver and measure rich-media ads and are working to develop and promote a standard for representing and sharing anonymous consumer profiles for targeted online advertising and marketing.
Copyright October 1998, Crain Communications Inc.