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Two technology companies are forming an alliance to offer tools to help Web marketers realize a return on their investments.

W3.Com, a Mountain View, Calif., company, today introduces AdOptimizer, an ad management tool that automatically serves the most-clicked banners. It also identifies which banners work best for which types of visitors and the best locations for ads within a Web site.

W3 ( has formed an alliance with NetROI

(, a Chicago-based Web management company founded by former Information Resources Inc. North America President-CEO George Garrick. Mr. Garrick will license the software for his clients.

AT&T WorldNet Service and McAfee ( are already paying to use the tool, which costs from $9,000 to $20,000, depending on site sophistication.


"The AdOptimizer is built with the assumption that salespeople don't have the time nor resources to determine the most productive spot for every ad on their site," said W3 President Andrew Conru.

The company is entering a popular field in which NetGravity, Accipiter and DoubleClick Network already are players.

Separately, W3.Com is building a product designed by Mr. Garrick that's intended to maximize a site's productivity-be it increasing ad revenue, generating traffic or selling product.


"NetROI focuses on identifying marketing and business needs of Web site owners," said Mr. Garrick, "and then finding the appropriate technology solutions to help meet those needs." Mr. Garrick left IRI in March to form NetROI.

W3.Com also sells a product called PWS (Personal Web Site) that helps sites target ads and allow for real-time customization of advertising messages. Hewlett-Packard Co. and Egghead Software are among clients using PWS.

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