Engage (Nasdaq: ENGA) announced a new service called AudienceNet that allows advertisers using its Engage ad network to target ads to users based on anonymous profiles. The company claims a database of 35 million consumer profiles.
Market Impact
Engage is member of the CMGI (Nasdaq: CMGI) family of companies, and is a cornerstone in its advertising tournament with DoubleClick. Engage claims that AudienceNet is fundamentally different from existing ad models, saying that it lets advertisers target ads to an individual desktop based on profiles that contain information about a consumer's preferences, including the "frequency, recency and duration" of visits.
AudienceNet is based on consumer profiles built with data collected from more than 400 consumer sites over a number of years. It allows advertisers to identify individual surfers based on cookies dropped onto their computers. These cookies point to profiles in Engage's database. AudienceNet uses those data to select an ad to show to a particular surfer. The criteria include the surfer's previous clickthroughs, time spent on pages with specific content among the 400 sites, and interests in more than 800 specific categories.
SOURCE:http://www.technologyevaluation.com/research/articles/engage-helps-advertisers-fish-for-best-prospects-15429/
No response to “Engage Helps Advertisers Fish for Best Prospects”
Post a Comment