RealTime IT News

Juno, Cendant in Marketing Deal

Juno Online Services, L.P. formed strategic marketing alliances with two Cendant Corp. subsidiaries this week.

The Internet Service Provider said it will work with Cendant-owned NetMarket and PrivacyGuard to market consumer-based products and services to Juno subscribers.

The agreement will enable Juno members to subscribe to NetMarket, a membership-based, shopping site, and PrivacyGuard, a service that provides credit history information and management tools. Both services will be targeted to Juno's reported 5.6 million subscribers through interactive advertising campaigns on Juno.

The ad campaigns will be aimed at individual subscribers based on demographic characteristics and stated preferences. The specific targeting is a result of Juno's proprietary advertising system that collects data in Member Profiles Juno subscribers fill out when creating an account.

Community Web site leader GeoCities Inc. recently came under fire from The Federal Trade Commission because it provided member profile data to its advertisers for specifically targeted ads.

NetMarket is a membership-based shopping service, featuring consumer products such as electronics, groceries, home furnishings, and appliances. PrivacyGuard provides personal and financial consumer information, such as credit records, medical records, driver records, and social security records.

Juno counts 150 advertisers on its service, including Allstate, American Express, Bristol-Myers Squibb, Citicorp, Chrysler, Delta Airlines, the Ford Motor Company, IBM, Intel, Merrill Lynch, Microsoft, Procter & Gamble, and Travelers Group.