Claria announced its PersonalWeb content-customization initiative, which will enable publishers to provide customized web content - conceivably entire pages - based on users' browsing behavior. iMedia reports that the technology was developed Vista Marketing Services, using Claria's behavioral insights platform. The customized content may include news, editorial, RSS feeds and sponsored content.

Through its adware network, Claria is positioned to monitor the browsing behavior of users. Claria's recent behavioral marketing efforts come at a time of growing scrutiny into adware.

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

"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, Claria's CMO.