In the US, web analytics and online research specialist Crowd Science has partnered with a group of online publishers to launch an audience measurement, segmentation and ad targeting platform called CITRUS.
Headquartered in Mountain View, CA and with offices in New York, Toronto and Sydney, Crowd Science's suite of products includes Audience Profiler, a tool to help web site publishers better understand their audiences, and Campaign Profiler, an online ad effectiveness solution.
The new product has been developed in partnership with Scripps Networks, Cox Media Group, InvestingChannel and Martini Media, and unlike many competitor platforms uses the publisher's own data. CITRUS uses a proprietary ʻpattern engineʼ, impression-level audience prediction and market research techniques, combining psychographics, analytics and machine learning to create 'high-level' audience segments which can be integrated into the publishers' own display ad-targeting servers.
Crowd Science CEO Corey Leibow explains: 'Publishers are in desperate need of solutions that help them monetize more of their valuable audience. CITRUS gives publishers back ownership of their audience data so they can increase ad sales. In turn, their advertisers are able to find more of the valued segments they seek and improve campaign performance.'
Web site: www.crowdscience.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.