Neural Applications Corp. in Coralville, IA, a developer of intelligent decision software, unveiled OptiMatch, an intelligent real-time Web targeting tool.
OptiMatch assists existing ad server platforms by using Neural’s intelligent technology to improve ad placements, the company said.
Based on neural network technology, OptiMatch considers factors such as time of day, page performance, and user profile information. Although the company has applied variations of its intelligent technology to other data-intensive industries such as financial, process control, and the automotive industry, OptiMatch marks Neural’s first entry into the Web site optimization market.
“The navigation optimization feature can automatically boost the flow of traffic within a site by dynamically creating links that lead users to content they’re most likely to be interested in,” said Bill Staib, vice president of technology at Neural Applications.
OptiMatch pricing starts at $6,000. The technology was implemented on Stockpoint, a unit of Neural Applications, and has resulted in a near doubling of the site’s ad clickthrough rates since its inception last October, the company said.
“The benefits of OptiMatch don’t stop at online advertising,” said Bob Squires, president of Neural Applications. “It can also enhance Internet services such as product targeting optimization and e-commerce applications.”
Separately, Neural Applications said it has chosen Microsoft Site Server 3.0 Commerce Edition to showcase OptiMatch, and is the first intelligent targeting technology supported by the application.
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