Claria has launched PersonalWeb content-customization platform. Claria's new technology enables web publishers to provide personalized web content based on a user's browsing behavior.

The PersonalWeb technology was developed by Vista Marketing Services, which uses Claria's behavioral insights platform. The customized-content may include new stories, editorial, articles, RSS feeds and sponsored content.

Claria's Feedback Research division found that 14 percent of consumers who visited major portals (including Yahoo!, MSN and AOL) personalize their experience. Feedback Research also found that users who have a personalized page, spend 90 percent more time at these sites.

"Having a deep understanding of users' evolving interests and being able to combine that with the vast sources information on the Web dramatically increases the relevancy of the internet experience," says Jeff McFadden, president and CEO, Claria.

"Claria's move into this new personalized technology for publishers is another excellent extension of their unique position in the industry where they can track and monitor all of their opted-in customers on a day-in, day-out basis. For many surfers, the ability to customize their content is an important and much desired opportunity. I fully expect that Claria will do well with this new service that they are providing," says Neil Perry, VP, market intelligence, iMedia and director of iMedia's forthcoming behavioral targeting report.

"Personalization is where the whole internet is going. Even before RSS, the wealth of information on the web was too vast. Most people don't take advantage of personalizing their site. The idea now for marketers is to understand the needs of these consumers. What's great about PersonalWeb tied in with Behavior Link is that consumers are more loyal and will see more than twice as many relevant ads. It's truly a better consumer experience that also pays dividends to publishers and advertisers," says Scott Eagle, chief marketing officer, Claria.