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By JOHN SPOONER
San Francisco-based startup Flycast Communications is poised to make a run at establishing a presence among ad buying networks such as DoubleClick and Softbank Interactive. Its first move came last week when it inked a deal to share data with Focalink Communications, a provider of Web advertising planning and buying tools.
The companies will collaborate by feeding information into each other’s on-line advertising services and products. Focalink will provide its MarketMatch Web site profile information from its 800-plus members to FlyCast’s AdAgent software, which allows media buyers to plan and buy campaigns in real time on-line.
In turn, FlyCast’s AdAgent will supply data on Web sites, their inventory availability, rates and CPMs to Focalink’s MarketMatch service, said Flycast president and chief executive Miles Walsh.
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