11 captures

02 Jul 1997 - 15 Aug 2004

Jun	JUL	Aug
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1996	1997	1998

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About this capture

TIMESTAMPS

SANTA CLARA, Calif. - May 27, 1997 - Infoseek Corporation (Nasdaq:SEEK), a leader in Internet search and navigation, today launched Ultramatch, a proprietary Internet advertising system that delivers targeted advertising to those individual Web users identified as most likely to respond. Employing advanced neural networking technology currently used in the banking industry to detect credit card fraud, Ultramatch develops confidential profiles based on users' actual preferences and behavior to deliver relevant advertising messages.

Infoseek will offer advertisers two services powered by Ultramatch technology: EyeseekSM and ClickseekSM. Eyeseek enables advertisers to target ad campaigns to individuals in specific behavior groups -- such as entertainment seekers, business seekers, real estate seekers, etc. -- by choosing characteristics and interests from the extensive Ultramatch database. Clickseek evaluates which individuals are responding by clicking through a specific ad and then repositions that ad to appear in places that will attract similar users. In the initial pilot program, click-through rates of ads targeted using Ultramatch increased by as much as 100 percent compared to targeting based on keywords.

Infoseek President and CEO Harry Motro explained that Ultramatch marks a major milestone in the Internet's evolution as a marketing vehicle. "Until now, advertisers had to target audiences based on site content or by purchasing keywords or directory topics," said Motro. "Ultramatch eliminates the guessing game by helping marketers reach those consumers who -- based on their actual behavior and preferences -- are most likely to be interested in specific products and services."

Based on Real, Observed Behavior

Unlike other targeting methods, Ultramatch is based solely on real behavior. When users conduct queries, choose from directory listings or explore particular subjects, Ultramatch "learns" their interests and likely responses. It summarizes these interests in an encrypted form to create a user profile in real time. With this knowledge, Infoseek directs targeted ads to users with relevant interest profiles.

Ultramatch embraces state-of-the-art technology, combining advanced neural networking technology from Aptex Software Inc., a subsidiary of HNC Software Inc., with proprietary extensions and technologies from Infoseek. The HNC technology has proven to be scalable, fast and accurate in its current use, screening more than 160 million credit card accounts daily to detect possible fraud.

Ultramatch provides privacy through behavioral encryption technology. Ultramatch protects the privacy and integrity of individual users through encryption technology that assigns each user an anonymous code. Working unobtrusively, Ultramatch derives key targeting information from mathematical inferences about users, based on behavioral patterns. Consumers do not disclose their identities or e-mail addresses. User profiles contain only information related to users' observed interests, while information related to users' actual searches and link paths is not retained.

Ultramatch Services: Eyeseek and Clickseek

Infoseek is using this advanced technology to offer two innovative ad targeting solutions to advertisers: Eyeseek and Clickseek. Eyeseek is designed to minimize advertising "waste" by ensuring that media buying dollars are spent on the audiences that count. Using the Ultramatch Eyeseek service, advertisers will be able to target individuals in specific behavior groups, opting only for those consumers in the Ultramatch database with certain interests and characteristics. Eyeseek advertisers can also benefit from Infoseek's advanced reporting capabilities. Infoseek provides advertisers with actual reach and frequency data, as well as analyses about how the ads or campaigns performed with various audience segments. These reports help advertisers develop more effective messages and targeting strategies in future efforts.

Clickseek is designed for advertisers who aim to maximize response to a particular ad. This service evaluates profiles of the individuals actually responding to an ad and "adapts" by adjusting the targeted audience in real time. As a result, ads are delivered to individuals most likely to click on the ad, optimizing the click-through rate.

Innovative New Copy Testing Applications

Ultramatch's advanced targeting and reporting capabilities will enable better online testing of advertising copy. Currently, many Internet advertisers run multiple variations of the same advertising message to see which banners perform best, and then focus the campaign only on those banners. Now, through an innovative application of Ultramatch technology called "Copy Testing in a Box," Infoseek can offer advertisers the ability to learn why certain banners perform better and to whom they appeal.

Copy Testing in a Box combines the rapid feedback of the Internet with Ultramatch behavioral reports and targeting to allow advertisers to refine their Internet-wide campaigns and redirect them to the highest responding market segments within a matter of days.

"This is a major breakthrough in true one-to-one Internet marketing," said Peter Rip, vice president and general manager of the Infoseek Network. "We can show advertisers why different creative executions of the same basic message lead to differing responses in their target audiences. Then, using this information, advertisers can change their creatives and deliver them only to the people most likely to respond."

Advertisers involved in the Ultramatch pilot program, ranging from Intuit to Z-Auction, are enthusiastic about the potential to eliminate "waste" and target consumers more precisely than ever before. Sportsline is among more than 20 initial advertisers taking advantage of Ultramatch's powerful targeting and reporting capabilities. "Ultramatch will help the Web realize its destiny as a direct response medium by allowing marketers to refine their creative strategies and media plan targets based on actual user behavior," said Kenneth Dotson, vice president of Marketing for Sportsline. Clickseek and Copy Testing in a Box are available today. Eyeseek is scheduled to be available in the second half of 1997. For more information, advertisers should contact Infoseek at 408-567-2700 or via email at sponsors@infoseek.com.

ements above regarding advertiser use of Ultramatch and the targeting, feedback, reporting and other technical characteristics of Ultramatch technology are forward-looking statements that are subject to risks and uncertainties. The actual performance and use of Ultramatch technology could differ materially from that described in the forward looking statements above as a result of certain factors, including Infoseek's success in deploying and marketing the technology, the capability of Ultramatch technology to perform as expected in actual market use, the presence of any undetected errors in the technology, and whether Ultramatch adequately meets the requirements of the marketplace and can achieve market acceptance.

About Infoseek

Based in Santa Clara, California, Infoseek Corporation (Nasdaq:SEEK) provides a leading free Internet navigation service. It is one of the most frequently visited sites on the Internet because Infoseek's easy-to-use product allows new, as well as experienced users to efficiently find the information they need on the Web, Usenet groups, company directories and from major news sources. Infoseek also offers the world's largest directory of WWW sites organized by topics. Infoseek search technology has won numerous industry awards for its precise, relevant responses. The company's Web site and award-winning Internet navigational services can be accessed at http://www.infoseek.com.