EMAP Online and NatWest in 'transactive ads' first

- EMAP Online has formed a partnership with Cybuy, a new NatWest e-commerce subsidiary, to offer an innovative 'transaction-enabled' advertising service to its online advertisers.

- EMAP Online has formed a partnership with Cybuy, a new NatWest e-commerce subsidiary, to offer an innovative 'transaction-enabled' advertising service to its online advertisers.

EMAP Online claims to be the first online publisher in Europe to agree to make this added-value service, developed by Cybuy, available to its advertisers.

Cybuy, one of several e-commerce ventures from NatWest, aims to make shopping over the internet easier by removing barriers to completing a purchase through the use of new generation 'banner' advertisements.

Traditional banner ads take web users away from the page they are on in order to complete a purchase. In contrast, Cybuy enables consumers to buy without leaving the current web page. Visitors who click on Cybuy banners will be shown an offer screen, and if they click again, an order screen will open where they can complete the transaction on the spot.

This new service facilitates impulse buying of goods or services, typically for values of between £10 and £50.





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