RealTime IT News

ADSmart Network, Engage Technologies Form Partnership

ADSmart Network and fellow CMG Internet Group Company Engage Technologies formed a partnership to bolster targeting for online advertisers and direct marketers.

Under the new relationship, Engage Technologies' suite of profiling tools, in combination with ADSmart's context-sensitive targeting expertise, will provide advertisers with demographic and behavioral data about Web site visitors.

ADSmart's network includes more than 90 sites and claims nine million unique viewers each month. Engage Technologies' interactive marketing tools and services deliver real-time access to knowledge about the interests and usage patterns of site visitors to high-volume Web sites.

A key component of the newly combined capabilities, called "first-time relevance," allows participating sites to serve pertinent advertising or commerce content even to a first-time visitor, based on that visitor's larger Web experience within the "Engage-Enabled" community. Using the Engage Technologies' behavior-based, anonymous profiles, an historic and multi-site view of each user's interests and experiences is built up over time.

Some of the Web's most trafficked sites are currently "Engage-Enabled," the company said, including Lycos and Planet Direct. When combined with the users of sites within the ADSmart Network, advertisers will have access to a marketing database that will soon rise to 10 million Internet users or more, the companies said.

In the near future, ADSmart said, it will provide audience selection based on the individual profile of a unique viewer, so that advertisers can select exactly the profiles of their desired audience.

"This is a crucial next step in delivering the type of behavioral data national advertisers have come to expect from the traditional print and broadcast mediums," said Neil Versen, vice president of sales and marketing for Andover, MA-based ADSmart.