Though the privacy police are after DoubleClick and other Internet marketers, the industry keeps coming up with ways to tag and type consumers. Using cookie technology, Angara links the activity of an e-tailing site's new visitor to an identification number from Naviant.
Online retailers decide how broadly to set reporting bands on income and age ranges.
Geographic information, according to ZIP code, is readily available using Internet Protocol addresses on about 80 percent of Internet users, excluding the 22 million subscribers that America Online has fenced off. Using the technology, GreatCoffee doubled its conversion rate of visitors from Boston by offering them merchandise from a New England roaster, Clayton said. Highlighting local brands elsewhere boosted total conversion 70 percent, he added. Then subscribe to the IAW E-Mail Alert. Openwave Be a part of the communications revolution.