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BizReport : Advertising archives : June 11, 2009

Coremetrics launches AdTarget for behavioral marketers

Add another online face to the behavioral marketing fray. Coremetrics has launched AdTarget, aimed at reaching consumers with specific ads.

by Kristina Knight

coremetrics.gifThe platform works by giving marketers a choice: marketers can link into one or several advertising networks, using behavioral targeting to engage consumers. Coremetrics has partnered with AudienceScience, ChoiceStream, Dotomi, OpenX and [X+1] to form Coremetrics Connect as certified partners.

What's the big deal about choosing several networks or focusing on one specific area? But not limiting an ad to a specific network, by reducing tags and by taking advantage of the large ad inventory available throughout different networks, marketers have a better chance at reaching, engaging and converting consumers.

For example, a department store could push fall merchandise by targeting women who browsed through their online shop, perhaps starting and then abandoning a shopping cart. By using that behavior to target that consumer and then showing the consumer an ad, marketers have another chance at reclaiming her.

According to one Truste survey, consumers report that only about one-quarter of online ads are relevant to them with almost 75% reporting that these irrelevant ads are intrusive and annoying. By targeting ads rather than simply buying a run-of-sale type campaign, marketers can engage the audience rather than turning them off.

Tags: behavioral targeting, Coremetrics, online advertising, targeted advertising

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  • Joe

    This news seems to be notated incorrectly. This appears to be visitor re-targeting, not behavioral targeting. We as an industry need to get our terminology down better.



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