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Fastclick tests technology waters

Fastclick, one of the biggest purveyors of pop-under advertisements, is building on its success with the near-ubiquitous Web commercials, introducing this week ad serving technology for advertisers, agencies and publishers. With its new system, called AdServer, the company is wading into the ad technology business, which is well-claimed territory by the likes of New York-based DoubleClick and Avenue A's Atlas DMT. Still, the company believes the technology answers a demand. AdServer lets publishers manage various pricing models and deliver a wide range of online promotions, including pop-unders. "There's room in the marketplace and we believe the technology is easier to use, offers some unique features...and is going to be competitively priced," said Dave Gross, cofounder of Fastclick. In addition, the Santa Barbara, Calif.-based company, which sells pop-unders across roughly 8,200 sites, started hawking a new ad format, called InVue, which "slides" onto the screen instead of spontaneously popping up.

Fastclick, one of the biggest purveyors of pop-under advertisements, is building on its success with the near-ubiquitous Web commercials, introducing this week ad serving technology for advertisers, agencies and publishers. With its new system, called AdServer, the company is wading into the ad technology business, which is well-claimed territory by the likes of New York-based DoubleClick and Avenue A's Atlas DMT. Still, the company believes the technology answers a demand. AdServer lets publishers manage various pricing models and deliver a wide range of online promotions, including pop-unders. "There's room in the marketplace and we believe the technology is easier to use, offers some unique features...and is going to be competitively priced," said Dave Gross, cofounder of Fastclick.

In addition, the Santa Barbara, Calif.-based company, which sells pop-unders across roughly 8,200 sites, started hawking a new ad format, called InVue, which "slides" onto the screen instead of spontaneously popping up.