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BizReport : Advertising archives : September 19, 2008

Personifi's new tool deepens audience segments

Targeting contextually is becoming mainstream but just targeting to context isn't quite enough. To serve ultra-relevant ads, marketers need to take into account who is reading the context and, to some extent, why. The new Audience Manager from Personifi could help by giving marketers the ability to better define audience segments.

by Kristina Knight

The Audience Manager gives advertisers the ability to group some audience categories together, create new categories and change keyword association throughout an advertising campaign. This can help better determine the advertising audience so that the ads become more effective.

"Targeting is without question one of the most important elements in the effectiveness of an online ad campaign," said Frost Prioleau, Personifi's General Manager. "The sophistication of our semantic engine, plus the increased flexibility. . .enables custom contextual and behavioral segments to be defined, categorized and targeted."

Prioleau went on to say that this will help both publishers and advertisers better customize their offerings to consumers.

The categorization tools will probably be the most interesting to marketers because they can add keywords and positive keyword associations - such as "low fares" or "island vacation" in a travel ad campaign - in their ads while at the same time excluding negative associations like "hurricane" or "crash".

By including positive associations and excluding negative associations, marketers have a better chance to appeal to an in-market consumer.

Tags: advertising categories, audience segmentation, targeted advertising

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