Adsmart Blazes Vertical B2B Trail
D. Geller - January 12, 2000

Event Summary

Adsmart is a privately held company in which CMGI (Nasdaq: CMGI) has a majority stake. As an online advertising network, Adsmart's function is to bring advertising to websites. Adsmart has experience serving websites that are too small to manage their own advertising, although it does have many large brand name sites on their client list. Part of the company's added value is to match advertisers with websites whose surfership is likely to respond to the advertiser's banners. Besides relying on the overt content of the site, Adsmart, like other networks, uses various technologies for capturing information about surfers' previous behavior to ensure they get served appropriate ads. In particular, Adsmart has access to (and uses) the AudienceNet tool from CMGI's subsidiary Engage (See TEC Technology Research Note: "Engage AudienceNet Brings Users the Ads They Want To See" January 3rd, 2000)...