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BizReport : Advertising archives : August 19, 2010

ValueClick taps LucidMedia for contextual capabilities

LucidMedia will soon power contextually targeted solutions for the ValueClick's online marketing services. Through the partnership LucidMedia will integrate their ClickSense targeting platform into ValueClick's interface, giving marketers within the network more targeting options.

by Kristina Knight

lucidmedia.gifContextual targeting makes sense for today's busy consumer. By targeted ads according to the content that consumers are already reading, marketers have a better chance of engaging the busy consumer. Taking that content one step further and targeting according to the context deepens the engagement even more.

A recent report from AdSafe Media found that about 17% of advertising exchange ads are 'high risk' while only about 6% of ad network ads and 4% of direct-through-publisher ads were. In many cases the ads considered 'high risk' were simply placed out of context. For example, an ad for a snow skiing lodge could have been placed near content about water skiing because only the word 'skiing' were contextually analyzed.

"In today's results focused online advertising environment, it is important that we provide our advertisers with access to powerful and precise targeting tools and technologies," said Peter Wolfert, Chief Technology Officer with ValueClick, Inc. "We believe LucidMedia's contextual technology will help our advertiser clients achieve their specific audience and targeting goals, while helping our publisher partners improve their monetization."

ValueClick's marketplace includes affiliate and search marketing options as well as display ads, lead generation and email options as well as comparison shopping.

Tags: contextual targeting, LucidMedia, online advertising, online content, ValueClick

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