Engage Technologies and Aptex Software formed a strategic partnership
to blend their complementary technologies.
The move will offer customers with large, multidomain Web sites a
comprehensive profile network of anonymous Internet user data.
These anonymous behavior-based profiles can be used in sophisticated
interactive marketing and advertising campaigns, the companies said.
Financial terms of the agreement were not disclosed.
Web users who access a site enabled with technology from Aptex and Engage will
receive personalized content, product and service offers and advertising while
remaining anonymous, the companies said.
Because behavioral profiling allows the visitor to remain anonymous, the
results are expected to be more dramatic than for other personalization
technologies that require registration and explicit user feedback, the
companies said.
“As a result of our agreement with Aptex, we will be able to provide
additional value to subscribers of the world’s largest database of anonymous
Internet user profiles containing the most comprehensive and accurate
information available for use in one-to-one interactive marketing efforts,”
said Paul Schaut, president and chief executive officer of Engage
Technologies.
“Aptex’s user profile vectors will be used to enrich Engage’s
behavior-based interest profiles for Web sites that use Aptex’s SelectCast ad
targeting solution.”
According to Michael Thiemann, Aptex president and chief executive officer,
“We
expect these richer profiles to provide even greater lift and improved
predictive capabilities for our clients.”
Engage licensed Aptex Software’s SelectCast and Convectis technology to
provide additional profiling capabilities to its recently announced
Engage.Knowledge database.
Engage will integrate SelectCast technology into
Engage.Knowledge by appending Aptex’s adaptive profile vectors to Engage’s
profiles to create predictive behaviors for each user, based on profile
information gathered across “Engage-Enabled” Web sites.
Aptex will also become a value-added reseller of the Engage Suite of
one-to-one marketing tools.
Aptex said it endorses Engage’s privacy initiatives including support of the
P3P and OPS standards, as well as sponsorship of TRUSTe, and is also working
with these privacy organizations to guarantee compliance with and support of
privacy standards.
