Services send targeted, rich-media ads
MatchLogic, a division of Excite@-Home, today unveils a way for advertisers to create and send targeted banners on the fly. TrueMatch Charter Advertising Program analyzes anonymous user profiles from click-stream data, known as cookies, to send targeted ads using Enliven software. No clients are yet using the service, but MatchLogic said a number of industries have expressed interest. Engage Technologies today announces a similar service, in which it can deliver targeted rich-media ads, such as superstitials, through a partnership with Unicast.
@dtech unveils results of banner test
A panel at @d:tech in New York today reveals results of a test in which rival Web measurement and research companies analyzed the same Points of Light Foundation banner (AA, Sept. 20). Rex Briggs, exec VP at participant Millward Brown Interactive, said the volunteer group's banner generated just 5,624 click-throughs out of 2 million impressions. Mr. Briggs, who this week leaves Millward, said the ad suffered for various reasons. He stressed that marketers who use straightforward and integrated messages will improve their Web results.
Family and friends form promotions' base
L90, Santa Monica, Calif., which develops and sells Web-site sponsorships and other opportunities for advertisers, today announces a new online customer-acquisition tool. L90Link creates a Web page for an advertiser's promotional offer, such as free trial subscriptions or coupons. Visitors can enter names of potentially interested family members or friends. If one does later visit the