Affinicast unveils personalization tool

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Affinicast will start to test its Affinicast Interaction Manager, software that sites can use to measure customers' affinities and deliver personalized content and advertising. The company, whose founders formerly worked at psychographic research company SRI International, claims its technology will enable sites to deliver targeted advertising based on psychographics; content that adapts to users' affinities; and transaction systems that make recommendations to users. Among the sites that have tested Affinicast are Yahoo!, Excite and HotWired Network.

Copyright December 1996, Crain Communications Inc.

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