APTEX RELEASES AD SERVER ENHANCEMENT
By Adnews Staff
San Diego-based Aptex Software Inc. released a software enhancement package for advertising servers this week. Called SelectCast for ad servers, the package is supposed to allow users to maximize ad clickthrough rates and selectively target specific audiences. SelectCast was developed in partnership with the Infoseek Corporation, and early versions of the software have been used by Infoseek since the summer. The software is designed to integrate with any ad server system. SelectCast is able to target ad audiences by developing profiles for all site visitors, grouping users with similar interests and then delivering designated ads to users in selected groups. The software updates user profiles after every user action. Aptex is marketing SelectCast directly to high-volume Internet publishers and sites that have local ad placement needs. Aptex is a subsidiary of HNC Software Inc. The company develops intelligent software solutions using neural network techniques to learn relationships in unstructured information, select content and take action based on predicted behavior.