aQuantive to deliver targeted online ads

aQuantive, one of the Web's largest advertising companies, has quietly formed a new operating unit to profile Web surfers and deliver targeted online ads.

For example, someone repeatedly reading home-improvement material at sites like The New York Times online or About.com might see an ad for Home Depot when they visit a partner site. And because the efforts are narrowly targeted at individuals, Drive PM said it can sell the ad at a higher price.

Howe said Drive PM will avoid privacy pitfalls by keeping consumers' personal information--such as names, phone numbers and addresses--private. "We know about their past behaviors but couldn't call them up on the phone," he said.