Compete Rolls Out Online Targeting Tool

In the US, online behavior measurement specialist Compete has introduced a tool to help media planners target consumer segments via a broad range of sites.

Compete - which was acquired by TNS in 2008 - conducts continuous analysis of 'clickstream' data on the Internet behaviour of almost two million people, weighted to match the US online population.

Last November, the firm launched a platform giving users unlimited access to detailed traffic, audience and engagement metrics covering the top one million web sites.

The firm claims its newly released 'Compete Media Planner' (CMP) enables clients to map out thousands of sites where their target audience segments spend the majority of their time. Resulting data can be used by advertisers and ad agencies to identify and reach specific audiences, as well as by publishers and ad networks to attract potential advertisers.

The SaaS solution offers access to Compete Segments - the firm's repository examining four thousand attributes to produce profiles like 'online gamer' and 'Ford F150 brochure downloader'.

Using the planner, campaigns can be tailored with user-defined combinations of behaviors, interest, online habits and demographics.

Additionally, it can be used to provide access to consumers who exhibit specific behaviors such as 'just researching' and 'comparison shopping'.

'When you're launching an important new campaign, survey-based solutions can take you so far,' said Stephen DiMarco, Compete Chief Marketing Officer. 'What you want is complete confidence that the sites in your plan will reach precisely those consumers you want to reach, and within the guidelines of your budget. Compete Media Planner delivers that confidence.'

Web site: www.compete.com .