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BizReport : Advertising archives : March 24, 2009

ActiveAds launched by ValueClick

Online advertising company ValueClick has launched a new set of banner ads which could make it simpler for marketers to quickly adjust campaigns for better targeting. Called ActiveAds, the banner ad units allow marketers to target consumers based on a variety of different viewer data.

by Kristina Knight

The platform automatically adjusts campaigns based on the most relevant content, both text and images. These adjustments are based on anonymous information so that consumers don't have to worry about privacy concerns. Ads are retargeted based on the information provided, either by ValueClick itself or by a client, so that the ad can be customized to the consumer after a website visit; the retargeted content is based upon the type of site being visited at that time.

"ActiveAds is extremely well suited for our clients who believe one ad does not fit all," said Bill Todd, ValueClick Media general manager. "Too long have clients with a wide variety of products been forced to show the same content to all prospects, despite the wealth of data which can be used to improve performance by tailoring ad creative to each individual consumer."

Retargeting has become something of a buzzword in the online ad industry over the past six months as marketers look for better ways to reapproach consumers who leave an ecommerce site without purchasing a product. Getting the attention of these consumers and engaging them to make a return visit ups the possibility of a future purchase.

Tags: ad retargeting, banner ads, banners, online advertising, ValueClick Media

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