ONLINE-ADS>> What the Heck is a RAD?

rhoy_at_tenagra.com
Thu, 31 Oct 1996 17:52:38 -0600

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Hi all,

I just read a story in today's Internet Advertising Report <http://netday.iworld.com/IAR/> about a new content site from Time Warner called ParentTime. It claims to have a new advertising program called Relevant Advertising Delivery (or RAD) that they claim:

"goes beyond traditional buttons and banners, by including creative units, called RAD units, which
will ensure that advertisers can deliver meaningful brand messages."

I went to the site but could find no explaination of this. The standard Pathfinder ad info was not helpful either.

Because ParentTime makes you go through a registration process, I'm guessing that this RAD stuff may have something to do with delivering targeted ads based on the registration information.

They have apparently sold the concept to some pretty big names. The article says that Pampers, Tide, Cover Girl, Vidal Sassoon, AT&T, First USA Bank, Toys R' Us, Bank of America, and Merrill Lynch are the initial advertisers.

Does anyone heard about this?

richard
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