MatchLogic Debuts Ad Technologies for Interactive TV

Excite’s MatchLogic division unveiled targeting and measurement technologies for interactive advertising in the world of cable television and broadband.

Excite said it recognizes the market opportunity for interactive advertising displayed to a potential cable universe of 70 million homes.

The technology debut marks “the first time that a portal company has moved targeted advertising into the cable and broadband arena, offering advertisers the accountability of the Web with the reach of cable,” Excite said in a statement.

Technical details were not disclosed.

“MatchLogic’s measurement and advertising management technologies advanced the notion that Internet advertising could be trackable and accountable, wherein an advertiser knows whether a consumer ever took an action or interacted with their advertising on the Web,” said George Bell, Excite CEO. “We are now doing the same thing by bringing these technologies to the cable industry. . .We are. . .working with advertisers and programming companies to develop uniform advertising standards for cable.”