Excite@Home Launches "TrueMatch" Advertising Program
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Excite@Home launched the TrueMatch Charter Advertising Program, an online initiative that enables advertisers to deliver rich media advertisements that are precision-targeted to audience profiles.
The program is based on "Enliven with TrueMatch" technology from MatchLogic, a subsidiary of Excite@Home. The program will overlay contextual targeting with demographic profile targeting and then serve dynamically assembled rich media ads, the company said.
Excite@Home said the purpose of the TrueMatch Charter Advertising Program is to work with "Web advertising visionaries" to gauge the effectiveness of real-time, profile-based targeted ads created "on the fly."
"The TrueMatch Charter Advertising Program is the first digital marketing solution to integrate the best of targeting, profiling and rich media," said Charles Moldow, senior vice president and general manager of MatchLogic.
Advertisers in the program receive a variety of value-added services, including ad programming, testing and serving, a creative workshop by Excite@Home's production consulting team, precision reporting and target profiling analysis, and analysis of campaign performance against each targeting dimension.
MatchLogic maintains a database of 72 million consumer profiles derived from anonymous click-stream data. They are identified by numeric codes stored in "cookies" and do not contain personally identifiable data.