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BizReport : Advertising archives : August 05, 2010


Clearspring enters audience targeting

There is a new player in the audience targeting space. This week Clearspring launches their Audience Platform, using the abilities of a demand side platform with an ad exchange to help marketers reach their target audience through specific categories.

by Kristina Knight

Audience targeting uses metrics to target groups of consumers within advertising categories such as Health & Beauty or Finance. By targeting ads according to the consumers utilizing specific content - targeting a finance ad to the readers of a financial publication, for example - makes sense to both the advertiser and the publishers. Niche publishers, especially, can benefit from categorically targeting adspace according to the content topics that are most read.

Brands can use Clearspring's Audience Platform to target consumers using both video and display campaigns in categories such as movies, automotive, telecom and social influencers. Earlier this year the company launched the AddThis social sharing platform; already that platform reaches consumers within domains and social networks. The audience targeting platform will utilize aggregated data from that platform to help marketers.

"Our focus has been to connect people via content by powering social sharing across the web. Our sharing platform, AddThis, today reaches more than 1 billion people online and drives more sharing than any other publisher platform of its kind," said Hooman Radfar, CEO of Clearspring. "Our network presents us with a tremendous opportunity to improve the user experience online, but with that opportunity comes a responsibility that we take very seriously, to make consumer privacy a top priority."

Clearspring complies with privacy thresholds and advertising standards set forth by the Interactive Advertising Bureau (IAB).

The Audience Platform may also be used by publishers within the AddThis network to aggregate information from across the network to bring visitors more targeted information through advertisements.






Tags: audience targeting, Clearspring, online advertising, targeted advertising








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