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BizReport : Advertising archives : October 22, 2008

Interwoven's new platform gives advertisers more options

As many studies have found, it isn't where or when you advertise it is how you target the advertising. To that end, Interwoven has introduced a new targeting suite which allows complete targeting, including the identification of audience segments. These new targeting offerings allow marketers to virtually match ads to consumers based on how they engaged with a website in the past.

by Kristina Knight

int.gifThe Interwoven Optimost Adaptive Targeting platform helps marketers identify which audience segments are most interested in their ads, refines existing segments and allows for the optimization of content to each consumer.

The segmentation and resegmentation of the audience is likely to most interesting new tool in the suite. Without the right combination of audience metrics, all segments begin to look alike; by helping to identify segments, the platform can help marketers better target within a campaign. It also gives much of the control of advertising back to marketers because they can learn where consumers are located and how they arrived at a specific site; they can even learn what times of day consumers are most likely to visit and what demographic the consumer is part of.

By combining these and other targeting data, marketers get a clearer picture of who is visiting content sites and how best to target ad campaigns to the different users.

Tags: advertising network, Interwoven, online advertising

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