Re: ONLINE-ADS>> One to One

Jim Sterne (jsterne_at_targeting.com)
Fri, 15 Aug 1997 07:05:25 -0700

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At 02:55 PM 8/13/97 -0400, Bill Irvine wrote:
>We can target to different types of websites with niche audiences and
>select certain keywords on search engines, but these aren't nearly as
>effective as knowing the audience who reads a publication like "Modern
>Maturity" for example.

Ah, but better tools are out there today...

At 01:41 PM 8/8/97 -0400, Tom Hespos wrote:
>I wouldn't go out on a limb and say that the Internet is great for one of
>the categories above and crummy for another.

But you can say that Television is a _much_ more effective
medium for one to many... broadcasting. And you can say
that the Net is far more effective for 1:1.

At 05:02 PM 8/13/97 -0500, Randall Farmer [Team 13429] wrote:
>The 'net is certainly a great medium for exact targetting --
>for example,
<snip>
>recording a user's browsing habits by category
<snip>
>in a cookie
<snip>
>to create a profile on the fly and compare it to who clicks the
>most on each ad.
>
>In the tradition of hastily-made examples, that didn't exactly make any
>sense

That makes perfect sense, Randall and that's exactly what
SelectCast from Aptex already does.

They came from the land of tracking credit card transactions looking
for anomalies. You spend a little too much, or outside of your normal
geography and the flag is raised. These people are comfortable with
large scale.

Now, they've applied what they know to ad serving. Infoseek
and Excite are using it, just as you've described.

Bill, tell your friends at Kodak to check out
SelectCast at http://www.aptex.com for some really
interesting 1:1...

----------------------------------------------------
Jim Sterne http://www.targeting.com
jsterne_at_targeting.com Target Marketing
Author: "World Wide Web Marketing" 805-965-3184
and "Customer Service on the Internet" Consultant
====================================================

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