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Northern Light Technology picked Winstar Interactive Media to sell its banners and other online advertising. Winstar also will sell sponsorships of Northern Light Special Editions, special Web pages focusing on topics such as banking and electronic commerce.

AdExchange.com announced its online automated ad buying site, allowing buyers to purchase online media--and eventually offline media--electronically in real time. The Beverly Hills, Calif., venture, formerly AdHarmony, begins transacting orders in June. The company was founded by Web pioneer Paul Grand (Digital Planet, NetCount) and Kent Valandra, formerly exec VP-general manager of new media at Western International Media Corp. Western founder Dennis Holt is on AdExchange's board.

Interactive shops started the New Media Consortium, a group to help set standards for online advertising.

Reflect.com, Venus Sports and the Hollywood Stock Exchange.com are new advertisers for Netpulse Communications, which delivers Internet access to exercise equipment in health clubs.

Party supplier iParty.com the week of April 24 mails its first national catalog to 100,000 consumers.

Sun ads say it's the dot in .com. Not true, says Big Blue. IBM says Network Solutions replaced a Sun computer with an IBM machine as master server for the Internet domain-name system. The magic box matches URLs with the numerical addresses of computers where they are hosted. Ogilvy & Mather, New York, is working on an ad.

Web professional services consultancy Groundswell, San Francisco, formally launches in May, backed by $100 million from Behrman Capital. The venture (www.groundswell.net) is not to be confused with (www.groundswell.com), a site targeting surfers--of the ocean variety.

San Francisco Web incubator Campsix pitches itself on cocktail napkins at local bars. Great CPM. Cost per martini.

Technology developer East3.com picked Richmond, Va.-based agencies Emergence and WORK to handle multimedia brand advertising. Account size was undisclosed.

Copyright April 2000, Crain Communications Inc.

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