ValueClick adds predictive behavioral targeting tool

A new targeting tool is set for release from ValueClick. The tool is a predictive behavioral targeting tool which provides marketers with anonymous consumer behavior and then predicts future behaviors based on the past information.

by Kristina Knight

The Precision BT suite combines Precision Retargeting and Precision Profiles, giving marketers unique insight into consumer behavior.

“What makes Precision Profiles unique is our access to a critical mass of anonymous consumer online experiences and the way our technology dynamically categorizes and transforms them into hundreds of interest segments," said Matthew Boyd, senior vice president, ValueClick Media. "Combined with the ability for our optimization technology to identify the best possible context in which to serve an ad, we have assembled the most scalable, data-driven audience targeting platform for marketers to achieve their brand and direct response objectives."

By using predictive algorithms, marketers are given insight into the segments and times that consumers’ visit certain websites, publishers or content sites. This is very valuable information because by knowing when and where consumers will “stop by” they can determine where and how they will advertise, thereby increasing campaign ROI.

The anonymous information provided to marketers includes web browsing, interaction with ads and search and shopping behaviors.