Startup Gets Geographic with Online Ads

A silicon valley startup that debuted Monday is hoping to provide e-tailers the user information they need to strategically target ads and content without trampling on users' privacy rights.

Quova Inc. will release its GeoPoint technology before the end of 2000, said Rajat Bhargava, chairman and co-founder of the Redwood City, Calif., company.

Through what Quova calls Precision Mapping Technology, GeoPoint will use IP addresses to route geographically content back to the user. For example, a national department store Web site using GeoPoint could route ads for a regional sale to users who log in from that area, Bhargava said.

The technology is based on proprietary, non-invasive technology -- i.e. no cookies or similar identifying techniques.

"There's no click stream or behavior history, so we don't know who that person is. We just know the location of the device," Bhargava said.

"We also deal with performance, so if we know that a certain IP is at a slower link, we can deliver a different type of content versus being on a higher bandwidth link," he said. "Whether it's a PDA, a laptop, or a big database server, etc., we can tell those things and customize or optimize the experience. "Along with Bhargava, who previously helped found Net.Genesis Corp., Interliant Inc. and Service Metrics Inc., Quova's co-founders include Chief Strategy Officer Terry Duryea, a Service Metrics co-founder and former CFO of Network Associates Inc.; Andy Sack, formerly of BodyShop Digital and FireFly Network; and Derald Muniz, Quova's CTO and former director of data center services at Interliant.

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