NetGravity and Pathfinder to Offer Unicast Interstitials

Unicast Communications Corp. in Greenwich, CT said its new AdController technology has been selected by NetGravity for use by its Web site clients, including Time Inc. New Media’s Pathfinder.

AdController allows Web sites and advertisers to display content-rich advertisements between page views in pop up windows. Financial arrangements were not disclosed.

“We are pleased to be selected by NetGravity, the market leader in advertising management solutions and services, as an advertising technology available to its long list of commercial Web site clients,” said Richard Hopple, CEO of Unicast. “Pathfinder is committed to offering AdController multimedia advertising opportunities to its advertisers.”

John Danner, president and CEO of NetGravity, said in a statement: “We believe the AdController technology from Unicast represents the next generation of advertising content.”

Ad Controller 2.0 is an intelligent, persistent Java agent that enables ads of any file size (but initially limited to 70K) to play with full-motion simulation and sound. Because it accesses only unused bandwidth and plays advertising between pages or sites, it does not interfere with the user’s editorial experience, Unicast said.

AdController allows advertisers to produce one ad and run it on any site, thus eliminating the need to develop multiple ad versions and to rewrite code for multiple sites.

AdController works in the user’s browser and reports only impressions where a viewer has actually seen an ad, including ads behind proxy servers, the company said. Advertisers have access to online reports that organize the data for each ad across all participating Web sites, including the length of time spent with the ad and clickthrough performance.

These “transitional” ads pop open in a Java window and play out of a browser cache for a fixed period of time, generally 10 to 20 seconds. The ad may have any rectangular dimension and can open in any position on the screen. Advertisers pay $0.005 per serve.

Unicast Communications is a joint venture between the MacManus Group, parent company of Darcy Masius Benton & Bowles and BBN, now GTE Internetworking.

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