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BizReport : Advertising archives : January 19, 2011

AdGenesis, Parade Magazine partner for opt-in ad service

A new partnership between AdGenesis and Parade Magazine will put consumers in the driver's seat - at least where advertising is concerned. The agreement will see Parade integrate AdGenesis' opt-in advertising technology so that consumers have more control over the types of advertising offered to them through Parade publications.

by Kristina Knight

Parade Magazine reaches 70 million readers weekly. The PARADE Video Rewards platform is an opt-in video advertising service wherein consumers choose the type of ad content they would like to see.

PARADE Publisher Brett Wilson said, "By teaming up with AdGenesis, we can provide our advertising partners greater value by guaranteeing that the video advertising we offer on will reach consumers who are truly interested in their products."

In December, AdGenesis launched their AdMatch video unit, which hyper-targets video ads based on customer provided information. This type of opt-in targeted is thought to improve engagement because consumers are offered ads targeted according to information they physically provide rather than anonymous browsing history which may or may not relate to them.

AdMatch technology will be deployed to provide relevant branded video content or commercials to consumers using Parade's website. For the advertiser, AdGenesis' Video Activation Technology will help determine how consumers engaged with the ad content; VAT is used to prove that consumers 'paid attention' to video ads or content.

What about consumer and privacy advocates' concerns that any targeting invades privacy?

"The most recent recommendations from the FTC regarding 'Do Not Track' have sent shockwaves through the online advertising industry," said Richard Smullen CEO of AdGenesis. "Our white label solution directly addresses the need for consumers to opt-in and choose the advertising content they see online and helps publishers and advertisers self-regulate at a time when many are searching for an innovative solution.

Through the agreement, Parade will contribute ad space in the magazine, email newsletters and on its website to promote the program to readers.

Tags: AdGenesis, opt-in ad targeting, Parade Magazine, targeted video, video ads, video advertising, video content

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