Program Customizes E-Tailer Sites on the Fly

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Page Digital Inc., Englewood, CO, is expected to announce today its Synaro software, which customizes retail Web pages based on a viewer's clicking activity.

The system records mouse clicks and detects user software to create a viewer profile. The profile is used to determine in real time what products and content to offer the visitor.

Viewers can be offered a video clip of a product, for example, if Synaro detects that the user's system has multimedia capabilities and a fast modem. The software does this by capturing viewer-specific data, including browser type, plug-ins installed, the speed of the communications line, and audio and video capabilities.

The software also maintains files on where viewers originate, such as other Web sites, links and search engines. It also monitors whether visitors click for more detail or request larger images of a product.

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