BlueStreak.com Introduces Superior Targeting Technology; First Cookieless Targeting Solution Is Non-Intrusive To User Privacy.Business/Technology Editors NEW YORK--(BUSINESS WIRE)--June 8, 2000 WEB ATTACK!, BlueStreak.com today introduced a radical new way to improve online campaign performance while addressing consumer privacy concerns. These solutions are part of BlueStreak.com's advanced serving system RADAR, for Real time Access to Data, Analysis and Response. This innovation comes one year after the company's launch of its rich media-enabled banner solution, which has already won over leading merchants including AT&T, Barnes & Noble, Kraft Foods Kraft Foods Inc. (NYSE: KFT) is the largest food and beverage company headquartered in North America and the second largest in the world after Nestlé SA. The Philip Morris Company (now known as Altria Group), a company that produces tobacco products, acquired Kraft for , Lycos, Pfizer and Ford Motor Company. RADAR automatically examines cycles and trends in real time to track the behavior of groups and identify optimal marketing opportunities. This aggregate targeting solution matches banner ad A graphic image used on Web sites to advertise a product or service. Banner ads come in numerous sizes, but are often rectangles 460 pixels wide by 60 pixels high. Also 460 x 55 and 392 x 72 sizes are commonly used. content to specific user groups without using cookies to look at individual profiles or digital histories. This allows campaigns to be automatically optimized in real time, and controlled from a single management point. As a result, advertisers modify banner content in real-time, allowing multiple versions of one banner across one media buy and better results for less money. The system works with BlueStreak.com's rich media solutions, but also can improve the results of any digital marketing campaign. BlueStreak.com has been testing the solution for many of its veteran customers. "This solution is very exciting," says Creigh Gibson, director of 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 for AT&T Traveler. "Technology like this offers a way to optimize online marketing while protecting consumers' privacy." How RADAR Works BlueStreak.com's RADAR solution uses a cutting edge computationally complex learning-based technology that simulates human logic, but is not vulnerable to human bias. The technology measures the effectiveness of online ads versus a number of variables, and responds to the data in real time. By measuring click stream and other activity inside each banner, RADAR optimization continuously explores the aggregate interests of user groups and triggers a special targeting engine to match specific content to the ads across the entire media buy. With each ad served, RADAR Targeting Noun 1. radar target - a radar echo displayed so as to show the position of a reflecting surface blip, pip radar echo - an electronic signal that has been reflected back to the radar antenna; contains information about the location and distance of the learns, adapting ad delivery to increase click-through and maximize conversion. Whereas most other companies manually optimize campaigns at the end of each week or month, RADAR Optimization is entirely automated and constantly working to improve performance. This enhances the possibility of increasing click-through rates The number of times a link on a Web page is clicked compared to the number of times it is displayed. Advertising royalties paid to Web sites are often based on click-through rate (CTR), and the amount paid per click-through is considerably higher than the cost of an ad that is displayed 24 hours a day, 7 days a week. This is a dramatic advance over the time constraints In law, time constraints are placed on certain actions and filings in the interest of speedy justice, and additionally to prevent the evasion of the ends of justice by waiting until a matter is moot. of manual optimization. RADAR Features --Anonymous: RADAR Targeting does not use cookies to tie previous user action with current user action and track individual behavior. Thus, the solution avoids all privacy concerns, allowing consumers to comfortably surf the Web. --Multi-dimensional: RADAR Targeting appreciates the complex relation between ad content and user behavior. It avoids classifying users into one-dimensional categories. --Pro-active: RADAR Optimization seeks out trends (a group's past behavior) and cycles (a group's re-occurring behavioral trends). It also reacts to special external events, such as the Super Bowl, thereby taking advantage of opportunities for increased click-throughs. --Automated: RADAR Targeting and Optimization are completely automated. They do not rely on human intuition intuition, in philosophy, way of knowing directly; immediate apprehension. The Greeks understood intuition to be the grasp of universal principles by the intelligence (nous), as distinguished from the fleeting impressions of the senses. , which can be biased and slow to react. RADAR Benefits The RADAR serving system provides a wide range of benefits for several key participants in Web marketing. Customers who adopt RADAR can turn the complicated online marketing process into an effective business solution. --Merchants & Advertisers: Studies show that targeting advertising is extremely effective on the Net. Combining BlueStreak.com's RADAR solution with BlueStreak.com's rich media-enabled banner ads will increase click-throughs and increase customer transaction rates. --Web Sites/Ad Networks: RADAR optimizes the value of the ad network into a true virtual network of targeted users. Web sites and ad networks can quickly identify winner and loser sites and act accordingly. --Advertising Agencies: Agencies will use RADAR for more effective media buys, as they tie one buy into a single advertising strategy across multiple sites and networks. Real-time click stream measurement and creative optimization allow the agency to test what campaigns perform better where and when. "This technology represents a major leap in online advertising. By using advanced `machine learning' technology we are able to leverage the marketing power of the Internet without invading in·vade v. in·vad·ed, in·vad·ing, in·vades v.tr. 1. To enter by force in order to conquer or pillage. 2. the privacy of the individual," said Lutz Hamel Ham´el v. t. 1. Same as Hamble. , vice president of engineering at BlueStreak.com. "Furthermore, many companies have developed targeting and optimization methodologies, but we are the first to develop a targeting and optimization technology that automatically examines advertising micro trends in real time." "This is a monumental step for BlueStreak.com and the industry as a whole," said Annette Tonti, president of BlueStreak.com. "Privacy is a major concern for all Internet users Internet user n → internauta m/f Internet user Internet n → internaute m/f , but those of us who are working to improve online marketing don't want to give up the promise of the medium, which is the right ad, in the right place, at the right time. RADAR Targeting is the only solution that addresses both sides of the debate." About BlueStreak.com BlueStreak.com offers high-impact rich media and interactive marketing solutions. By leveraging the power of rich media and on-the-spot transactions, BlueStreak.com customers are building brands, driving traffic, acquiring customers, and selling products across the Internet. Key innovations introduced by BlueStreak.com solve problems relating to relating to relate prep → concernant relating to relate prep → bezüglich +gen, mit Bezug auf +acc intrusiveness, site acceptance and speed. The company's On-The-Fly System enables customers to create, modify, and optimize their online and email marketing faster and more cost effectively than competing offerings--minus the involvement of a technical team. Based in Newport, RI, the privately held company privately held company A firm whose shares are held within a relatively small circle of owners and are not traded publicly. was founded in March 1999, and has offices in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , Chicago and Boston. In January 2000, BlueStreak.com received $7 million in Venture Capital financing To start an own company or to bring a new product to the market, the venture may need to attract financial funding. There are several categories of financing possibilities. If it is a small venture, then perhaps the venture can rely on family funding, loans from friends from Zero Stage and Lazard Technology Partners and added industry icon Nicholas Negroponte Nicholas Negroponte (born 1943) is an architect and computer scientist best known as the founder and Chairman Emeritus of Massachusetts Institute of Technology's Media Lab. He is the younger brother of John Negroponte, current United States Deputy Secretary of State. to its Board of Advisors. You can find examples of BlueStreak.com solutions at work, as well as more information on the company, at http://www.bluestreak.com. |
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