About 1,000 Chinese websites and media units have signed in an alliance to adopt a new technology in a bid to improve the efficiency and accuracy of advertising on line early this month.

The websites are trying to "narrow" advertisement to the audience who are most interested in it, said TIXA Internet (Beijing) Technology Co. Ltd, the technology supplier.

With the technology, the advertisement on the website will come up with the most relevant stories and pictures and Internet service providers are able to send advertisement to users according to their backgrounds and interests, Zang Xiangning, president of the company said.

As the most profitable business for websites, flooding online advertisement have roused complaints and even hatred among China's94 million Internet surfers.

"The present way of advertising on line is somewhat blind and it slows the website," said Chen Tong, vice-president of Sina.com that has taken 40 percent of China's online advertising market.

Several leading gateways like Sina.com and China.com and news websites such as People.com and Xinhuanet.com have joined the alliance.

Companies will not be charged by the websites until their advertisements are clicked, the TIXA Internet Technology said.

It will be economical for small companies and individuals to put ads on line since one click costs about 0.2 yuan (2 US cents), the company added.

Source: Xinhua