|Industry||Application service provider|
|Headquarters||Santa Fe, New Mexico|
|Key people||Sandro Pasquali, Carolynne Tilga; Founder|
Simple.com was an Application Service Provider founded by Sandro Pasquali and Carolynne Tilga in 1998. Pasquali created a Web application compatible with the Internet Explorer 4 browser and Netscape Navigator 3 and 4 which empowered users with the tools to launch desktop, web portal, or general web applications with the quality of responsiveness of existing desktop applications over the World Wide Web.
Navigation was provided via a dock of icons, or via the construction of sentences. Sentence construction took the form of "I Want to" > Verb > Object > Subject, such as "I want to -buy a -book on -amazon.com" or "I want to -send an -email to -john".
Because of its application nature, content was loaded dynamically, avoiding the need for page refreshes. As such, user behavior (what is searched for, what is focused on) could be tracked over a session. As a result technology facilitating the targeting of advertising based on user actions (behavioral targeting) was also invented for the platform.