RealTime IT News Signs Deal With PrivaSeek

E-commerce company Inc. signed a deal with permission marketing and privacy management solutions firm PrivaSeek Inc. to allow consumers to control their personal information while they shop on the ShopNow Network.

The PrivaSeek technology will empower shoppers to create a "ShopNow Persona" to dictate how and where their personal information is used online. Additionally, made an unspecified equity investment in PrivaSeek.

Separately, signed a deal to integrate Inktomi Corp's. e-commerce services throughout the ShopNow Network and syndication affiliate sites. Inktomi will gain distribution rights to a range of content and e-commerce services.

The agreement combines's commerce offerings and content with Inktomi's commerce search capabilities. Financial arrangements were not disclosed.

"Inktomi's mission is to provide the underlying software infrastructure for leading Internet companies, and the new relationship significantly extends our market reach," said Stuart Spiegel, vice president and general manager of Inktomi's commerce group.

"Combining the strength of Inktomi's technology with the breadth of's network and offerings will enhance the online shopping experience for millions of end users."

Meanwhile, PrivaSeek and are jointly launching Persona across the ShopNow Network of 6 million monthly visitors and 40,000 businesses and merchants.

Persona is PrivaSeek's set of identity and permission management tools that allows consumers and businesses to conveniently exchange and effectively manage consumer information and permissions, and control information usage online.

Persona allows consumers to see only advertisements or special offers relevant to their interests or personal life events.

"PrivaSeek's marketing and privacy management solutions will be pivotal to the growth of merchants and shoppers on the ShopNow Network as they reach highly targeted consumers and communicate with them to meet their needs and interests," said Dwayne Walker, chairman and chief executive officer of