December 4, 1996 5:25 PM ET

Firefly Network attracts support for Web tools
By Maria Seminerio

  Firefly Network Inc. has lined up third-party support for its Web site demographic tool kit from developers including Accrue Software, NetGravity Inc. and Real Media, and has signed early licensing agreements with customers such as Reuters New Media, company officials said.

The tool kit, scheduled for general release in the first quarter of 1997, enables development of targeted advertising and content based on demographic information on Web site visitors generated through its Passport consumer tool, Firefly officials said.

Passport, which company officials claim has more than 1 million users, allows consumers to release specific information on their preferences while surfing Web sites. Site administrators can use the Firefly tool kit to identify Passport users and deliver targeted content.

Other customers licensing the tool kit include Yahoo Inc. and ZDNet, a division of Ziff-Davis Publishing Co., the publisher of PC Week and PC Week Online.

Third-party vendors such as Web analysis services company Internet Profiles Corp. also are developing value-added applications for the tool kit, Firefly officials said.

Firefly, a privately held company based in Cambridge, Mass., can be reached at

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