NetGravity Launches Global Profile Service

NetGravity delivered its
Global Profile Service, the second in a series of offerings that began with
the introduction of NetGravity AdCenter.


The profile service will provide customers with advanced consumer profile
targeting capabilities.


By working with data providers MatchLogic and Aptex, NetGravity is building a flexible,
open, anonymous consumer profile data source. Customers will be able to
analyze and segment their audiences more acutely, providing precision
targeting for advertising and marketing messages, the company said.


Digital marketing services firm MatchLogic Inc., a subsidiary of Excite, has
been named the service’s premier supplier of consumer demographic profile
data. Data provided by MatchLogic includes classic demographic profile
information. Financial terms of the arrangement were not disclosed.


NetGravity will also work with MatchLogic to provide customers with additional
profile data over time, based on advertiser demand. The demographic profiles
MatchLogic will license to NetGravity constitute a subset of MatchLogic’s
anonymous consumer profile database, the largest of its kind. MatchLogic
collects, processes and analyzes four unique types of information on millions
of users–demographics, geographics, search engine keywords, and browsing
preferences.


Aptex, a division of HNC Software Inc., has been named as an additional data
supplier, and will provide the NetGravity service with purchase intention
data. Aptex will also provide unique product and merchant affinity or
preferences information based on proprietary behavior models. Financial terms
were not disclosed.


“NetGravity realizes every site and advertiser has unique marketing needs,”
said Rick Jackson, vice president of marketing at the company. “By aggregating
multiple data providers, NetGravity’s Global Profile Service will enable the
thousands of Web sites powered by NetGravity to better understand their
audience, and target advertisements and direct marketing offers with greater
precision and insight.”


Available in the first half of 1999, the Global Profile Service will be priced
according to usage.

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