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New services just released from ad networks FlyCast and LinkExchange try to help Web advertisers make more effective buys.

FlyCast, an ad serving and purchasing system (, has released a 2.0 upgrade of its AdAgent user software for publishers and advertisers. The new AdAgent employs Marimba's Castanet Java-based push software for automatic updates of new features in the future.

In the past four months, FlyCast has grown from fewer than 100 member publishers to nearly 300 sites today, with sites including CarSmart, PC World Online and Big Yellow.

In addition to the product upgrade and new features for publishers, including more flexible control over ad content, FlyCast's CEO of nine months, Miles Walsh, issued a bold competitive challenge for ad buyers.

"We are challenging people to advertise on FlyCast and spend an equal amount of money, up to $1,000, on any other means of online advertising. If they are not satisfied that FlyCast produces the best results, they don't have to pay for the ads that ran on our system," Mr. Walsh told Advertising Age.

Meanwhile, LinkExchange, which early this month surpassed 200,000 member sites in its free banner exchange network, today announced LinkExchange Express, a fee-based Web promotion center for small businesses.


As of today's launch, the service ( features a new online interface for placing small ad buys on the LinkExchange network, as well as the co-branded services of Submit It!, a family of fee-based and free online promotion tools. LinkExchange VP-Business Development Ali Partovi said the company expected to feature other co-branded services on the site soon.

Mr. Partovi noted that larger advertisers and agencies might find the new self-service ad-buying interface handy for testing ad campaigns across the vast network, for amounts ranging from $50 to $2,000 per campaign.

For larger ad campaigns, the company would rather have one of its four new ad

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