Adwise Launches New Platform for Ad Targeting

Adwise Ltd., an Internet technology company
with operations in Israel and the United States, delivered its activity-based
Adwise Advanced Targeting Machine, a new network device that the company said,
“can implement unprecedented targeting.”

“Absolute, one-to-one targeting of Internet content with strict privacy
controls and total anonymity is finally available” said Adwise co-founder and
CEO Meir Yedidia, who runs the company’s operations in Tel Aviv.

“Targeted, activity-based advertising content will be less intrusive for Web
users and will provide higher value for content providers and advertisers,”
said Stephen E. Powell, managing director of Adwise, who runs the company’s
business operations from New York City.

The Adwise ATM System solution does not rely on any server or client software
or setup, the company said. Adwise ATM can target and direct any content type,
including
images, animation and sound, to people as they browse Web pages in
their normal fashion.

The Adwise ATM is a network device and is typically installable at the
Internet service provider level. The system monitors all browsing
traffic on the Internet and understands the screen layout and click sequence
of anonymous Web users, the company said.

The ATM is able to add new content to the data stream on the user’s computer.
The content can be set to appear anytime and anywhere during the browsing
session, and
can take any shape or form, but is usually displayed in a pop-up window that
appears during the load time of Web pages. This content remains as the screen
finishes loading or for a predefined period of time. The device adapts its
transmitted content size to the appropriate bandwidth.

“Adwise has tremendous potential to deliver information to the Web surfer in
real time.” said Robert E. Crull, CEO of Ethos Communications in Oklahoma
City, operator of the ISP where Adwise recently completed its first
installation and test of the ATM system.

Additional planned services include Adwise E-commerce Bot, which will track
purchases
contemplated in user sessions, which will then prompt pop-ups for
competitive offers or coupons. Pricing was not disclosed.

Targeting and content selection are performed using state of the art
statistical modeling via existing user profile data or through the collection
of actual usage patterns. Using memory-less state machines and Hidden Markov
Model techniques, Adwise ATM can use inter-session user information without
keeping a record of users or IP addresses, the company said.

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