Predictive Behavioral Ad Network Launched

Digital marketing provider Q Interactive has launched a new advertising network that uses offline data and online self-reported geo-demographic, behavioral and transaction-based data to predict which consumers are most likely to respond to an advertiser's banner and rich media ads.

'Most behavioral targeting in the marketplace is really just contextual re-targeting,' stated President and CEO Matt Wise. 'What differentiates our behavioral targeting is that it's proactive rather than reactive; we use a wealth of online and offline data to proactively predict the consumers most likely to respond to a given ad.'

Powered by Q Interactive's proprietary targeting engine the TrueConversion Engine, the new display service uses transaction-based behavioural data gathered from consumers' actual responses to advertisers across multiple touch points. It also includes self-reported data, which the firm claims is more accurate in predicting response than inferred data used by other networks - which, for example, might assume a consumer is a man just because the user has visited a sports site.

Wise says that these advanced targeting capabilities will help advertisers maximize the value of audience members they may not have been reaching, as well as unsold or underperforming areas of their web site.

Based in Chicago, Illinois, Q Interactive provides digital marketing services that help advertisers reach their target consumers. Earlier this year, the firm partnered with MR agency MarketingSherpa to conduct 'The Spam Complainers Survey', which investigated consumer perceptions of what they consider to be spam.

The firm has today been acquired by merchant bank, Intrepid Investments, for an undisclosed sum.

Web site: www.qinteractive.com .

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