Chicago’s Foote Cone & Belding has teamed with internet advertising specialist AdNetware in a strategic alliance allowing FCB to experiment with its new partner’s technology.
This enables advertisers to target web surfers whenever and wherever they go online. Ads can then be sent to the user in the periods between web page downloads.
FCB announced it would use the technology to hone its targeting and improve the ‘stickiness’ of online ads. It also plans to use dialogue-based messages in place of banners to build individual relationships with consumers.
News source: Advertising Age - Interactive Daily