Excite unveils one-to-one web targeting

Internet company Excite@ Home has unveiled new technology that it claims will enable advertisers to target consumers on a virtually one-to-one basis.

Internet company Excite@ Home has unveiled new technology that it

claims will enable advertisers to target consumers on a virtually

one-to-one basis.



Excite says the service, called TrueMatch, will be able to deliver rich

media advertising - video, animation and high-quality graphics -

tailored to match the profile of the consumers who will be viewing

it.



It works by cross-referencing ads with a database of 72 million user

profiles. These are anonymous, but give details of sex, age, income,

education level, marital status and number of children. Even the time

the ads appear is taken into account.



The service has launched in the US and will roll out in Europe at a

later date, although the exact timescale has not been finalised.



Charles Moldow, senior vice-president and general manager of MatchLogic,

the Excite unit behind the technology, said: ’Now we’re able to help our

customers deliver more relevant ads that resonate with their audience.

It’s a step closer to genuine one-to-one marketing.’



Experts have long stated that the future of online advertising lies in

one-to-one marketing. Ad sales houses DoubleClick and Real Media both

have ’ad serving’ systems designed to ensure that ads are more relevant

to users. Rival operation 24/7 Media has just launched its own version,

called 24/7 Connect.



Based in Redwood City, California, Excite@Home runs both the Excite

internet portal and the Excite@Home broad-band cable service.



Topics

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content