Flycast to Deploy Engage Profiling

Profile-based marketing company Engage Technologies Inc. said that ad network Flycast Communications Corp. will deploy Engage’s profiling technology across the Flycast Network.

Engage is a CMGI Inc. company, and Flycast is being acquired by CMGI in a $690 million deal.

Flycast will also participate in Engage AudienceNet, extending the reach of AudienceNet inventory for advertisers. AudienceNet is a Web-wide profile driven advertising and marketing network that uses anonymous, behavior based profiles for targeting ads.

Powering AudienceNet is profile data from Engage Knowledge, a database of over 35 million anonymous user profiles, which allows media buyers to specify a target audience based on demographics, geographics and over 800 interest categories.

“This agreement adds another layer of advertiser value to the Flycast inventory,” said George Garrick, chairman and chief executive officer of Flycast.

“Engage’s profiling will provide our advertisers with a new opportunity to reach customers based on their online behavior. Like Flycast, Engage recognizes that for response-oriented advertisers, inventory is only as valuable as the response that it generates.”