Digital Island, Stanford U Develop Pharmaceutical Ad Software

Honolulu-based Digital Island, a provider of e-business
solutions, said that it is co-developing with Stanford University’s HighWire
Press a new application that
helps to automate country-by-country regulatory compliance for online
pharmaceutical advertising.

Digital Island’s patent-pending TraceWare technology is the foundation for the
new software. Using a unique algorithm, TraceWare maps IP addresses to an
atlas of country-of-origin identification codes. When coupled with an
application designed for real-time
processing of that data, TraceWare’s “geographic intelligence” then allows the
application to automatically send the pharmaceutical advertisements localized
for that region.

A long-standing Digital Island customer, Stanford’s HighWire Press produces more than 90
online journals, including SCIENCE, Proceedings of the National Academy of
Science, and Cell. The beta version of the co-developed TraceWare-based
application is due in the first quarter of 1999.

“Our customers have eagerly expressed interest in selling advertising in order
to tap new online global markets, but the regulations and availability of
pharmaceuticals varies significantly by country” said John Sack, associate
publisher of HighWire Press. “We
immediately recognized TraceWare as a viable solution for overcoming those
barriers to market.”

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