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BizReport : Advertising archives : October 19, 2010

New online ad network mines data to deliver relevant ads

This week a new online advertising network launches which may help brands with the relevancy problem. Delivering ads which are relevant to a consumer at a specific time is one of the bigger challenges for advertisers. The new ad network, RadiumOne, minds social and intent data to push more relevant and targeted ads to consumers.

by Kristina Knight

radiumone.pngThe network was founded by Gurbaksh Chahal, the founder of Blue Lithium, ClickAgents and current CEO of gWallet.

RadiumOne uses social retargeting to determine how Consumer 1 is interacting with Consumer 2, a current customer of Brand A. That link helps Brand A serve relevant ads to Consumer 1 to broaden the customer base. Initial tests indicate that the platform may increase conversion rates by up to 500%.

"[The] macro trend of social networking and social interactions have transformed how consumers use the Web," said Chahal. "The new data that is available will allow us to deliver ads that really guarantee brands unprecendented efficiency and campaign success."

In addition to creating social clusters of likeminded consumers, the platform:

• Uses social media to determine the information being shared between consumers in socnets to create a 'social graph' for behavior
• Track shared links so that ads can be targeted to a broader customer base
• Use anonymized data to protect consumer privacy.

"Advertisers buy valuable audiences, and I'm really impressed that RadiumOne has found a way to expand the audience of consumers they serve ads to while maintaining targeting effectiveness," said Eric Bader, Chief Strategy Officer at Initiative and RadiumOne advisory board member. "The major trend in the next 5 years is going to be about engaging consumers online in social experiences, and as social data continues to be entered on the Web, RadiumOne is way out in front on this vertical."

Tags: anonymized data, data mining, Gurgaksh Chahal, online advertising, RadiumOne, retargeted advertising

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