[x+1] Updates Behavioral Ad Targeting Tool

US predictive marketing firm [x+1] has updated its Predictive Optimization Engine (POE), which automatically captures and models data about web site visitors and then tailors offers and content on the web site accordingly.

POE now has an open architecture which is compatible with 'all' statistical modeling techniques including neural networks, logarithmic regression and multi-tree decision support. The firm says this allows users to create refined and targeted online ad placements, to ensure advertisers reach the appropriate audience at the right time.

In addition, the solution includes intelligence for web site design, to ensure the location of a product/offer on a web page is positioned according to performance. Each user is given a model score in real time, depending on their actions, to determine the most relevant product or offer for that individual.

'The enhanced features and functions of POE enable the online behavior of end-users to be anonymously profiled, and targeted ads based on those profiles are then delivered in real time,' explained VP of Analytics Paul Davis. 'This advanced predictive engine also provides greater customer insights, richer, more granular reporting and enhanced user segmentation.'

New York-based [x+1] develops targeting technology to maximize the return on marketing investment of web sites and digital media, and is online at www.xplusone.com .

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

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