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