The Mouse Rests — the Ad Doesn’t

In an effort to get a piece of the growing market for dynamic cursors, ad technology company adReady on Tuesday launched a new technology that displays ads when the mouse is at rest.

AdReady said the ad format, called the “adPointer,” will appear on Web sites site in the spot where the idle cursor was positioned. AdReady touts its new cursor technology as a chance for advertisers and publishers to uncover new advertising space on a Web site.

The use of cursors by advertisers has been driven by Comet Systems , whose “Comet Cursor,” launched in 1998, allows banner advertisers to change the appearance of a user’s cursor with a client plug-in, which is linked to a site or banner. The adReady product, by contrast, doesn’t change the cursor when the mouse is being moved.

“To date, the positive reaction to the adPointer has been overwhelming, as evidenced by our support from leading companies including Beyond Interactive and Ad-Venture,” said Samer Hanini, chief executive officer of adReady.

Separately, adReady also announced agreements with DoubleClick and Ad-Venture. AdReady says it will use DoubleClick’s DART technology to manage its advertising inventory, serve campaigns, and report on campaign performance.

The agreement with Ad-Venture, the Internet advertising network of VentureDirect Worldwide, will involve Ad-Venture reselling the adPointer to publishers in their network of Web sites.

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