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BizReport : Advertising archives : June 23, 2010

Three partners agree to share info with LucidMedia's DSP

The information provided to marketers using LucidMedia's demand-side platform (DSP) will soon have much more impact, thanks to new partnerships with the company. eXelate, AlmondNet and BlueKai have all agreed to share information through the DSP, giving marketers much more access to audience targeting.

by Kristina Knight

lucidmedia.gifThe additions should give marketers a leg up on behavioral and contextual targeting as well as segment-based information.

"As we continue to expand the LucidMedia DSP, we believe that offering our growing base of direct advertisers and agencies a singular access point to resources from these three market leaders will be invaluable, especially when integrated with our own deep base of patented contextualization and targeting technologies," said Ajay Sravanapudi, LucidMedia Founder and CEO.

The partnership with AlmondNet focuses on search keyword and audience segmentation. AlmondNet aggregates and categorizes this data from more than 100 million consumers and then scales the information to be used within ad networks, exchanges and DSPs.

"LucidMedia's advertisers will now have access to...custom keyword-driven segments of targeting data, allowing them to more accurately target their specific audiences in real-time as well as receive feedback on ad performance," said Michael Benedek, president of AlmondNet's Online Data Division.

The partnership with BlueKai gives LucidMedia advertisers access to more than 160 million unique in-market travel, retail, finance and automotive category consumers.

Finally, the eXelate addition will give marketers deeper targeting information to help propel shoppers through the purchase funnel. eXelate's data offers insight into demographic, consumer interests and purchase intent.

Tags: ad targeting, AlmondNet, BlueKai, data collection, demand side platform, DSP, eXelate, LucidMedia, online advertising

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