Dapper Launches Behavioral Re-Targeting Service

Online ad company Dapper has launched a service called Behavioral Remessaging, which targets users on web sites based on the previous sites they have visited and the activity they conducted while there.

Using this information, offers are automatically served up from firms whose web site users have recently visited or whose ads they have recently seen. These dynamically created ads are driven by cookies stored in the user's computer from the previous viewing.

'It not only reminds visitors that they had seen an earlier ad or offer of interest, but that the offer still stands,' explained Marketing Head Paul Knegten. 'Since we can create a limitless number of ads from one creative, audiences could see the exact same ad on another site or a different offer from the same marketer - down to the exact product the visitor was looking at on the marketer's web site.'

Dapper has tested the service with a retail shopping comparison site and found that when the product the consumer was looking at was shown again, the ad performed 800% better than when the consumer was shown a generic (top 10) product.

Dapper, which was founded in 2005, has offices in San Francisco and New York.

Web site: www.dapper.net .

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