Indian Wells, Feb 8 (PRNewswire-AsiaNet) - McAfee.com (Nasdaq: MCAF), the leading global consumer Application Service Provider (ASP) of online PC security and management services, Monday unveiled a revolutionary new advertising technology code-named Silhouette that provides online advertisers with the ability to deliver highly targeted, rules-based online advertising to PCs while ensuring complete consumer privacy.
The new technology was previewed today at Demo 2000. McAfee.com's Silhouette is designed to be one of the Internet's first advertising technologies that bridges the gap between the consumer's concern about privacy and the advertiser's need for improved targeting and profiling.
The targeting capabilities in Silhouette are based on hardware and software profiles of the user's computer that are dynamically generated, stored and processed on the user's PC. The privacy-enabled architecture of Silhouette ensures that the only information transmitted from the user's PC is an advertising campaign ID, that no information about the individual or the individual's computer ever leaves the user's PC and that the advertising server cannot build a profile of the user based on advertisements served.
This patent-pending Silhouette technology consists of four components:
The Silhouette technology represents a big step in taking Internet advertising to the next level." McAfee.com plans to integrate the Silhouette technology into the website and current and future services like the McAfee Clinic and the recently announced McAfee Personal Firewall Service.
McAfee.com also plans to license the technology to other advertising-centric Internet businesses.