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BizReport : Advertising : April 14, 2008
aCerno: Predictive targeting ad network
A predictive targeting ad network has recently emerged from a two year stint in stealth mode to reveal a mass of accumulated data and an impressive U.S. online buyer reach.
Behavioral targeting is set to reach $3.8 billion by 2011, and online giants such as Yahoo and AOL are getting involved. However, one company is claiming to be the first online network that uses consumer purchase and browsing information to determine which ads they are presented with.
“Shopping behaviors associated with a cookie on a user’s machine provide information about their interests, and continuous modeling enables us to identify large populations with similar patterns of purchase behavior,” said aCerno CEO Tom Sperry.
aCerno, a wholly owned subsidiary of database marketing firm i-behavior, reports that it has accumulated 140 million active online shopper profiles. The data can in no way be linked to an individual but instead relies on unique cookie ID numbers placed on a user’s browser. The accumulated data can be used to profile an online buyer and predict what purchases they might make next and display relevant advertising.
aCerno’s reach is huge. eMarketer estimates the company reaches over 90% of online buyers in the U.S.
Tags: behavioral targeting, online advertising, predictive targeting, privacy
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