Aptex announces SelectCast "turbocharger" for advertising servers.SAN DIEGO--(BUSINESS WIRE)--Dec. 3, 1996-- -- breakthrough technology boosts ad clickthrough rates by up to 50 percent -- Aptex Software Inc. Tuesday announced the availability of SelectCast for Ad Servers, an intelligent software solution that revolutionizes Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. by maximizing ad clickthrough and selectively targeting specific audiences. SelectCast for Ad Servers uses neural network neural network or neural computing, computer architecture modeled upon the human brain's interconnected system of neurons. Neural networks imitate the brain's ability to sort out patterns and learn from trial and error, discerning and extracting techniques to boost Internet ad server performance, achieving clickthrough rates up to 50 percent better than competing technologies. Aptex will market SelectCast for Ad Servers directly to high-traffic Internet publishers and electronic commerce sites that have local ad placement and inventory management needs. "Online advertisers are asking for higher response rates and more audience selectivity selectivity /se·lec·tiv·i·ty/ (se-lek-tiv´i-te) in pharmacology, the degree to which a dose of a drug produces the desired effect in relation to adverse effects. selectivity 1. ," said Michael Thiemann, President and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Aptex. "SelectCast for Ad Servers delivers on both counts, with what we believe are the highest sustained clickthrough rates and most selective ad targeting available on the Internet." Aptex developed SelectCast for Ad Servers in partnership with Infoseek Corp. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : SEEK) to deliver industry-leading capabilities for a new Infoseek advertising service currently in development. Infoseek expects to use SelectCast technology throughout its service and the Infoseek Network. Early versions of SelectCast have been in use at Infoseek since the summer of 1996. "SelectCast capabilities represent the state of the art and a major improvement in ad serving technology," said Robin Johnson Robin Johnson (born May 24, 1964), is an American actress. Johnson grew up in Park Slope, Brooklyn, New York City. One day when she was 15, sneaking a KOOL on the steps of Brooklyn Technical High School, a man (who has never since been identified) came up to her, told her , Infoseek CEO. "We selected Aptex as a strategic partner because we believe their software is far superior to other technologies we evaluated for personalization Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences. and ad serving." The SelectCast for Ad Servers announcement comes at a time when Internet advertising revenues are climbing rapidly. Jupiter Communications, a research and consulting firm Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a specializing in emerging online technologies, reports Internet ad spending grew 42.6 percent in the third quarter of 1996, and is expected to reach $5 billion a year by 2000. About SelectCast for Ad Servers SelectCast for Ad Servers integrates with any ad server system, commercial or custom. The product employs a robust parallel-database architecture to efficiently manage both very high page-impression volumes and very large advertising inventories. SelectCast for Ad Servers improves clickthrough rates by continuously evaluating user profiles as users click ads, and then delivering the same ads to similar users. SelectCast for Ad Servers delivers clickthrough increases of up to 50 percent compared to word- and topic-matching selection techniques -- until now the best-performing technology available -- and up to 25 percent when measured against aggregated matching and general rotation results. SelectCast for Ad Servers targets audiences by developing profiles for all site visitors, analyzing and grouping profiles to identify users with similar interests, and then delivering designated ads consistently to users in selected groups. This "affinity modeling" process also identifies new audiences automatically as they emerge. SelectCast for Ad Servers provides comprehensive, site-wide user profiling while maintaining persistent, multi-visit profiles for every site visitor, and updating these profiles immediately with every user action. SelectCast for Ad Servers acts as an "intelligent observer," mining the context and content of all actions -- including clicks, queries, page views and ad impressions -- so that no explicit user feedback or "taste" judgments are ever required. By irreversibly encoding See encode. all user profiles, SelectCast for Ad Servers ensures user privacy. Personal information is never requested or stored, and profiles cannot be reverse engineered to determine specific user actions. SelectCast for Ad Servers is based on Aptex's patented Content Mining technology, which employs neural networks and a Context Vector data model to optimize relationships between users and content. Future SelectCast products are expected to enhance the performance of other types of commercial servers - including those for electronic commerce, one-to-one marketing, online publishing, and community creation -- by personalizing the selection of product and service information, news and entertainment, forums and chat sessions, and other forms of content. With headquarters in San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. , Aptex Software develops intelligent software solutions which "mine" content to enhance mission-critical decisions and processes. Aptex uses proprietary neural network techniques to learn relationships in unstructured information, correlate and select content, and initiate effective action based on predicted behavior and trends. Aptex Software is a subsidiary of HNC (HNC Software Inc., San Diego, CA) A software company that specialized in products that detect credit card fraud, manage merchant risk, automate lending decisions and home valuations and manage retail inventories. Founded in 1986 by Robert Hecht-Nielsen and Todd W. Software Inc. (NASDAQ: HNCS HNCS Host Naval Computer System HNCS Host Navy Combat Systems ), a world leader in the application of neural network technology in client/server environments, serving the payment systems, financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , insurance, retail, educational publishing, direct marketing, and market research markets. For more information about Aptex, visit the company's World Wide Web site at http://www.aptex.com or contact Jane Leonard, Marketing Communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales Manager, at 9605 Scranton Road, Suite 240, San Diego, CA 92121; phone: 619/646-0121; fax: 619/623-0558; email: jleonard@aptex.com. CONTACT: Aptex Software Inc. Jane Leonard, 619/646-0121 |
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