The Wilmington, Mass.-based backer of Lycos, Freemark Communications and GeoCities in August will begin testing ADSmart, proprietary database software that will compete with DoubleClick and NetGravity.
OCTOBER ROLLOUT PLANNED
After a test on Lycos, ADSmart will roll out in October with Planet Direct, a CMG venture announced last week.
A combination of CMG services like electronic Yellow Pages, free e-mail and a search engine, Planet Direct will be offered free to Internet service providers. ADSMart will also create its own network of sites.
"We can offer a larger, more targeted audience to advertisers nationwide," said David Wetherell, president-CEO of CMG. Ads on Planet Direct will cost from 5 cents to 15 cents per impression.
New York-based DoubleClick has assembled a network of 35 sites and offers its 60 advertisers the ability to target their ads by demographic; ADSmart will do the same.
LICENSING AN OPTION
For sites that don't want to join a network, ADSmart will license its software, similar to NetGravity's model.