ValueClick Media Launches Predictive Behavioral Suite

In the US, online advertising network ValueClick Media, has launched a behavioral targeting system that uses predictive technology to help marketers focus their online advertising effort.

Precision BT combines access to anonymous consumer online behaviour with predictive technology to identify the best possible context in which to serve an ad. Its suite contains two products: Precision Retargeting - an enhanced version of the firm's retargeting services; and Precision Profiles - which uses a predictive algorithm to identify a marketer's best prospects in hundreds of consumer interest segments.

ValueClick Media says that until now, predictive algorithms have rarely been applied to behavioral targeting, compared to the common cluster and custom business rules approaches popularized by some providers.

Key features include:

• Access to a wider spectrum of anonymous consumer online behavior (including web browsing, ad interaction, search and shopping behavior)
• Online privacy which the firm says never stores personally-identifiable information, and
• A predictive algorithm which identifies consumer eligibility for each interest segment based on their future likelihood to click or convert, not just the frequency of their online behavior.

Consumers can belong to one or more interest segments, not just a single, pre-defined cluster, which the firm says increases the likelihood of reaching them at the right time and across all their interests.

'What makes Precision Profiles unique is our access to a critical mass of anonymous consumer online experiences' says SVP Matthew Boyd, 'and the way our technology dynamically categorizes and transforms them into hundreds of interest segments'.

ValueClick Media, a division of online ad firm ValueClick, boasts access to 75% of the US Internet audience through its display advertising, video, e-mail, lead generation and search channels. Home page: www.valueclickmedia.com .

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

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