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BizReport : Advertising archives : September 27, 2007

Exponential offers advanced targeting

Creating a great ad is the first step but without proper targeting, those ads will not reach the right consumer. Exponential is hoping to help marking with an advanced targeting mechanism offered through ad network Tribal Fusion.

by Kristina Knight

Called Dynamic Ads, the platform gives advertisers the ability to change an ad based on a profile of the users viewing the ads. The targeting is based on users location, past content consumption habits and a demographic profile.

"[Dynamic Ads] targets consumers based on a broad range of variables, from behaviors and demographics (age, gender, etc.) to geography and content,” said Dilip DaSilva, Exponential CEO. “By creating a customized marketing experience for the user, we help advertisers build an immediate connection with a consumer, resulting in a stronger ROI. We’ve been able to lift conversion rates by more than 80% for campaigns that have added Dynamic Ads – that’s impressive.”

According to the company, "For example, a real estate company using Dynamic Ads can show different houses for sale to users in each zip code. When a user clicks on a listing, they are taken to a dedicated page for that specific house. This provides a highly relevant experience to the user and allows the advertiser to make full use of their database in their marketing efforts."

Tags: online advertising, targeted advertising

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