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BizReport : Advertising archives : June 05, 2008

Collective Media's Personifi purchase enhances targeting

Online advertising network Collective Media is beefing up their targeting abilities. This week they announced they were buying ad-targeting firm Personifi. The purchase solidifies the targeting capabilities of Collective Media's network, an important solution for online marketers.

by Kristina Knight

"The acquisition of Personifi gives Collective a unified audience targeting solution for both contextual and behavioral targeting," said Joe Apprendi, CEO of Collective Media. "While other ad networks specialize in one form of targeting, we now have best-of-breed capabilities to offer the most comprehensive solution on the market."

Personifi tools use mathematical algorithms to evaluate the content on a web page; this gives it the ability to better target contextually and behaviorally. Added to Collective Media's ability to serve rich content to marketers, this is a win-win for advertisers looking for a way to break into online markets. With Personifi tools marketers can target across audience segments and through customized categories.

The ability to target ads to the right demographics is increasingly important to marketers. As more consumers log on and become immune to traditionally served as, being able to target according to site content, user behaviors and profiles is the difference between a successful and unsuccessful campaign.

According to a recent eMarketer forecast, spending on behavioral targeting will reach $3.8 billion by 2011.

Tags: behavioral targeting, contextual targeting, online advertising

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