Marketing tool matches behaviors to users, websites

If you think online advertising is 75% luck and 25% planning you aren't alone. Many marketers feel the same way when trying to predict which websites will gain the best campaign ROI or which ad consumers will engage with or react to. A new marketing tool from Compete, Inc. may change that.

by Kristina Knight

Called Behavior Match, the tool helps marketers predict which websites will be the best match for ad campaigns.

The platform uses behavioral targeting to determine which websites are the best bet for marketers based on the audience viewing specific sites. Reports are available throughout the life of the campaign so that marketers can make spot changes as new information is gained.

The tool also helps to determine which areas within large websites are the best fit for an ad based on the quality of the audience for the different areas of a website.

Stephen DiMarco, chief marketing officer at Compete said, “Behavior Match provides better targeting and a larger universe of sites so advertisers can increase their online spending without sacrificing efficiency.”

According to a recent Revenue Science report behaviorally targeted ads gain more attention from users. Ads targeted behaviorally performed about 10% better than ads targeted contextually during their study period.