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BizReport : Advertising : April 29, 2008
Collarity, Next New Networks partner for behavioral targeting
Next New Networks, a online micro-television network, and behavioral targeting solution Collarity have partnered to provide targeted content and ads to consumers. The partnership offers targeted content across Next New Networks series of video sites.
Herb Scannell, co-founder and CEO, Next New Networks said, "Our partnership with Collarity will allow Next New Networks to . . . deliver better experiences for our vertical web-based programming. Our goal is to encourage audiences to share their interests and allow them to have control over content they are viewing."
The partnership will allow Collarity to deliver advertising, on-site search and website recommendations to Next New Networks users through a community-based service. Different ad units, including ticker type ads, will be used to increase revenue for Next New Networks' niche video sites. The ads will be delivered as video plays on the sites.
The ensure the right ads are delivered to the right users, Collarity will research the user-base to find and define the different audience segments according to videos streamed and pages viewed. Though specific information will not be given to advertisers, Collarity will look at how users are interacting with the different programs offered. Once this information is collected, video suggestions will be given when users make a search; they will be given results according to what users with similar profiles have viewed.
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