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Claria Lowers Purchasing Expectations, Predicts High BehaviorLink Margins

A New York Times story on Claria's new BehaviorLink network downgraded the originally-touted amount of media Claria plans to purchase to stock the network. Claria's Scott Eagle indicated the firm would buy an annualized $75 million, not the $100 million appearing in headlines a few days ago, to stock the network with inventory Claria plans then to sell at higher rates after parsing it through its behavioral targeting mechanisms. Eagle said the company anticipates buying inventory at rates between $0.50 and $0.75 and selling it from between $6 and $15, about an order of magnitude in markup.

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