Resonate Debuts Online Ad Targeting Tool

In the US, online ad technology firm Resonate Networks has launched a patent-pending research-based methodology, to link consumer attitudes and purchasing behaviour and help target ads accordingly.

Resonate's methodology combines traditional market research with newly developed systems, through which it performs continuous, large scale waves of online survey research. Resulting feedback is integrated with numerous other data sources and more than one thousand attitudinal and traditional attributes, to provide online behavioral and purchase behavior data.

The firm's new Attitudinal TargetingTM solution has been developed to offer audience insights which enable clients to target and reach specific consumers with the right message, wherever they spend their time online. Audiences can be defined by their values, purchase engagement and attitudes directly linked to online media consumption. From this data, the firm creates targeted audience profiles for clients, identifies where these audiences exist online, and delivers advertising to them.

'While the current practices of contextual or behavioral online targeting have been used successfully by some clients, the connection between targeting attributes and desired audiences is based largely on intuition,' stated CEO Bryan Gernert. 'Research is at the heart of Resonate's targeting methodology, and Attitudinal TargetingTM goes beyond current practices.'

Web site: www.resonatenetworks.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.