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BizReport : Advertising archives : November 21, 2010

adBrite release may help create custom target audiences

When it comes to targeting each business is different. Even businesses and brands within the same category will need a different core set of customers to engage and convert throughout the lifespans of different ad campaigns. A new release from adBrite may help brands build a more engaged target audience.

by Kristina Knight

adbrite.gifCalled adBrite Audience Manager, the release uses a CPM basis for users and utilizes behavioral, contextual and demographic data to drill-down targeting to the audience level.

"Acting as a no-cost broker of the data for our partners, we benefit from better performance for our advertisers and increased CPMs for our publishers," said Iggy Fanlo, CEO of adBrite. "The availability of granular data gives advertisers better control over their display and video campaigns and increases ROI. We're pleased to offer our advertisers this benefit to help grow their success."

adBrite is partnering with eXelate, TARGUSinfo, AlmondNet, Lotame and Promimic to give advertisers access to the most complete sets of data information. Brands can choose targeting options from a set already created using demographic, contextual or behavior data to target consumers; the platform also offers brand safety options. Once a campaign is launched brands can track what data is driving clicks and performance to enhance camapaign ROI.

comScore reports that US display ad impressions increased by more than 20% (Q3) to reach 1.28 million. Many of these ads are viewed through social networks, but publisher websites such as Yahoo, Fox Interactive, AOL and Glam Media also rank high in ad impressions. Offering more targeting options to advertisers should help many make the decision to move ad dollars online or increase their online ad spend.

"Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters," said Jeff Hackett, Senior Vice President of comScore. "The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day. As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie."

adBrite reports they serve more than 1 billion daily impressions to more than 100,000 websites, making them the largest independent advertising exchange.

Tags: adBrite, advertising metrics, online advertising, targeted advertising

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