Ericsson has launched push technology aimed at free Internet Service Providers (ISPs) to deliver advertisements to their subscribers as they surf the Web.
The Swedish firm believes this kind of push advertisement would be accepted by users because they receive Internet access services for free. The company's first customer for Internet Advertiser is Y-Pay, which will provide free Internet access via local dialup in major US cities from August.
The service will be sponsored by ads and enables ISPs to aim them at users according to their profile. The ISPs then receive reports on how well the ads have been received by the target audience. Users will see popup banner ads, movies or audio messages while they access emails, participate in chat rooms or use any other Internet application.
Michael Sheriff, Y-Pay's founder and president, said: "Y-Pay wanted a solution that would provide advanced demographic gathering, fraud control and data reporting capabilities for our advertisers as well as guaranteeing the privacy of our users."
Despite pundits, including Bob Metcalf, 3Com's founder, claiming that Internet advertising is not as profitable as printed ads (see VNU Newswire, 10 June, 1999), the activity is set to be given a new lease of life as long as consumers want free Net services.
Web media firm, Realnetworks, also recently launched technology that enables ads to be pushed to users while they watch streamed presentations (see VNU Newswire, 6 May, 1999).
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