Mediaplex Launches Ad Targeting Tools

Ad technology firm Mediaplex has released Dynamic Behavioral Targeting, a suite of products enabling advertisers to differentiate and segment customers from prospects based on their prior activity, and serve the most appropriate message.

In addition, the system allows marketers to define their own optimization criteria and then measure and evaluate the performance of the creative element to automatically serve up the best performing ads.

As well as taking data from external sources and changing standard banner ads based on that data, the tools allows advertisers to push personalized and relevant communications within the ads.

Finally, the suite contains a reporting tool to provide insights into the performance of each individual ad, in order to provide ROI metrics for each individual offer.

'Our dynamic behavioral targeting suite empowers clients with the tools they need to achieve tailored messaging while eliminating wasteful marketing spend,' stated General Manager Ann Hoey.

Mediaplex is a wholly owned subsidiary of ValueClick, a provider of interactive marketing solutions spanning all major Internet marketing channels. Web sites: www.mediaplex.com and www.valueclick.com .

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