Avenue A provides "...Internet planning and buying, proprietary ad delivery and management, data collection and analysis, targeted e-mail, and enhanced marketing support, such as strategic partnerships and search engine optimization." Cookies and clickstream data are used to collect information. iballs.com is "... dedicated to optimizing the acquisition of qualified customers for companies conducting business on the Internet." iballs became a wholly owned subsidiary of Avenue A in 1999 and "...deploys Avenue A's proprietary technology for the placement, tracking and optimization of Internet marketing campaigns."