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Demos, nearly ubiquitous in AD:TECH’s past, seem to be out of favor this year. Lots of talking ("No, I used to work with you at two startups after that one...") seems to have replaced the booth demo as the main floor attraction. That said, for the nosy, demonstrations are available. Most novel so far has been Emerging Interest’s new email information product. Now that they’ve launched their 2.0 version of Competitive Email Tracking Service (CETS), email marketing has its own competitive creative and media intelligence service. The service seeds thousands of email lists to determine what companies are advertising where – and interestingly, which lists are abusing its addresses. Marketers can look up what their competitives are sending and to whom. The searchable database allows subscribers to review marketing efforts by brand, category or even words used in the creative. Bill McCloskey, CEO of Emerging Interest, said he already had 12 clients for the service that charges from $1,000 to $5,000 per month. Runner up so far is the (small and well hidden) Accipiter booth’s demonstration of its behavioral targeting system. Accipiter, under the aegis of then-parent company Engage/CMGI, almost invented the behavioral tracking and targeting category about eight years too early. Media buyers in the frothiness of the late 90’s thought dealing with such complex details too geeky to suit their busy lives, regardless of whatever client efficiencies the new targeting may have offered. Today, as behavioral targeting has taken off - at least in the eyes of the trade press and behavioral data providers), it will be interesting to see if this re-written system will be able to compete with new companies and the new funding they’re bringing to the market. The demo is impressive, and in a matter of weeks, we should be able to compare it directly to new systems from Tacoda and others. http://www.adtechblog.com/2381/