InterVu and MatchLogic unveil ad delivery system

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InterVu and MatchLogic today will unveil a new advertising product called trueVu, which will be jointly developed and marketed. TrueVu uses the InterVu network to deliver a variety of "rich media" such as audio and video online advertising, along with the MatchLogic ad serving and reporting systems.

The companies have been working together on trueVu for about six weeks and already have lined up clients including Intel Corp., E. McIlhenny Sons Corp.'s Tabasco sauce and United Airlines. The two companies also will continue to work separately on other products and accounts.


John DeTar, VP-advertising sales for InterVu, said the two companies are also working on a site certification program to qualify the technologies, such as Enliven or V-banners, that each can use. A list of the qualified sites will be posted on the trueVu site (; about 160 are in the process of being tested and about 45 are already certified.

"We have found some sites aren't ready to take rich content," said Keith Pieper, trueVu product manager. "So before we actually try to serve that advertising, we've found that a certain degree of education really helps."

The company is also expected to announce today that it will conduct an education tour in Chicago, New York and San Francisco with representatives from software companies. The trainers will offer agency creative and media people hands-on education on such products including Java Applets, Shockwave, Flash and InterVu. The sessions will be capped at 250 participants.

"It's part of our mission to expand all rich media delivery," said Allie Shaw, InterVu director of marketing.

Copyright April 1998, Crain Communications Inc.

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