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Technology Stocks : CMGI What is the latest news on this stock? -- Ignore unavailable to you. Want to Upgrade?

To: WYD who wrote (12760)	8/28/1999 12:43:00 PM
From: Jenne	Read Replies (1) \| Respond to of 19700

The art of targeting Web ads With CMGI in its corner, Engage challenges DoubleClick By Steve Gelsi, CBS MarketWatch Last Update: 12:19 PM ET Aug 28, 1999 Media Report Commentary NEW YORK (CBS.MW) -- Buy an ad on TV, and there's really no way of knowing how many folks are actually in the room watching it and how many are in the kitchen making a grilled cheese sandwich. Using its own technology, Engage built a database of more than 30 million anonymous consumer profiles Buy an ad on the Web, and it's possible to target just cheese-eaters and then track their response. Therein lies the business opportunity pursued by Engage Technologies (ENGA: news, msgs), a Web player that's accelerated the art of targeting ads on the Web. The Andover, Mass. company is challenging DoubleClick (DCLK: news, msgs) with database technology used for steering ad placement on the Web. Such information used to take weeks of expensive consumer surveys about the ads they saw on TV or heard on the radio. Then, the numbers would be used to help advertisers target their messages to particular shows. Thanks to the Web, this process is cheaper, faster and more effective. Engage helps its customers create and use profiles of individual Web visitors to target advertisements, content and e-commerce offerings. Profiling Engage compiles anonymous profiles of individual Web user's consumer interests, demographic characteristics and geographic location. Today on CBS MarketWatch Stocks end week on edgy note The week's best from CBS MarketWatch Battered financials may offer opportunities Jobs, NAPM reports won't worry Fed Phelps Dodge, Whole Foods, Applix among stocks to watch More top stories... CBS MarketWatch Columns Updated: 8/28/99 12:10:22 PM ET They're developed through a user's browsing behavior on participating Web sites, and from information users voluntarily declare in online registration forms and other signups. Using its own technology, Engage built a database of more than 30 million anonymous consumer profiles. The information comes in mighty handy, says Engage Technologies Chief Executive Officer Paul L. Schaut. "Our profiles can be used by ad-serving services or by recommendation engines like Net Perception, or commerce applications," he said. "It's an open system for enabling relevant messages to be delivered." CMGI Engage Technologies has the distinction of being the first wholly owned unit of CMGI (CMGI: news, msgs) to go public; it debuted on July 20. Shares more than doubled from the offering price of 15 and lately the stock has continued to trade around 30. The company was founded by its Chief Financial Officer Stephen Royal and CMGI CEO David Wetherell. "CMGI is our best supporter and Wetherell is our best evangelist in our market place," Schuat said. "Engage is very much considered in each (CMGI) transaction as a company that can help these companies." Wetherell also chairs the board of Engage. Growth As Engage grows, it'll most likely rely less on CMGI for its revenue and more on outside relationships, but it doesn't hurt to have a Web powerhouse that owns 18 percent of giant search portal Lycos (LCOS: news, msgs) in its corner. Other partners include Microsoft (MSFT: news, msgs) and Compaq (CPQ: news, msgs). The computer maker said it made an investment in Engage, but didn't say how much. Watch for more data the week of Sept. 20, when Engage releases its earnings.