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05/25/2002: "24/7 espouses value of site-side profiling"

Newly merged media sales and ad technology provider 24/7 Real Media has touted the lack of network-profiling in its ad delivery platform as the reason for its success. By allowing client sites to maintain profiling data exclusively so as to relate this only to visitor activity while on their site - and not on the broader net - the company claims that the data maintains greater value.

Opponents of this assertion, though, have argued that the network model provides superior profiling due to its greater sample size, while also preventing banner burnout.

A third argument claims that neither method is of much value when the costs of administering such systems are taken into account, which makes 24/7's announcement seem more like a bid for attention than a revolution in interactive advertising mechanics.

More details:
http://www.internetnews.com/IAR/article/0,,12_1008641,00.html


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