Cybercash has announced a partnership with NetGravity intended to let merchants more quickly complete sales generated by banner advertisements they put on others' Web sites.
Responses to ads that use the Cybercash-NetGravity program need not be clicked through to the merchant's Web site to enable a purchase.
The transactions are possible through the integration of NetGravity's AdServer software with Cybercash's Instabuy service.
"You click on the banner, you type in a password, you click 'purchase,' and you're done," said Eric W. Spivey, the president and chief executive officer of NetGravity, a four-year-old provider of on-line advertising and marketing.
Cybercash also announced it has added support for the Electronic Commerce Modeling Language standard it backed with MasterCard, Visa, American Express, Microsoft, America Online, and others. The ECML standard, intended to streamline Web purchases, is being included in Cybercash's Form Wizard capability.