New Firm Links Online / Offline Behavior

In the US, marketers Albert Gadbut and Tim Daly have set up a permission-based behavioral targeting solutions firm, ClearSight Interactive, to provide services which evaluate consumer online behavior and connect it with offline profile data.

The pair say they have already developed technologies which have identified more than 100 million permission-based online users and captured billions of these individuals' behaviours. This proprietary software monitors and evaluates consumer demographic, psychographic and consumption behavior to help advertisers improve their ability to reach target customers. It connects IP addresses to postal and e-mail addresses to link the offline and online mediums in what the founders describe as a 'first-of-its-kind approach'.

After a consumer views or clicks an ad, ClearSight can then monitor their future behavior using contact information databases to determine if they later made a purchase. By accessing these databases of interested parties, businesses can target their current and potential consumers via multiple channels beyond banner ads, such as by e-mail and direct mail.

'At a time when the economy is struggling and with marketing budgets being slashed, it is a necessity for businesses to streamline their marketing dollars to ensure they are reaching their desired audience,' said Daly. 'Our solutions will help foster innovation and increase opportunities previously unavailable to online advertisers, publishers and media buyers.'

The new firm is headquartered in Foster City, California, with offices in New York and Philadelphia.

Web site: www.clearsightinteractive.com .