AdBrite Debuts Behavioral Targeting Tool

US online ad marketplace AdBrite has unveiled its new Behavioural Targeting product, which allows its advertisers to show ads to users based on their interests and/or purchase intent across 14 major categories and over 3,000 sub-categories.

The firm, which has more than 70,000 web sites active on its marketplace, claims its new tool is the first to use behavioural targeting on this size of network.

Tapping technology from the company's Open Targeting Exchange (OTEx), the service allows advertisers to view detailed reporting on the performance of each consumer interest sub-category, and then adjust bids and placements to ensure optimal results.

User interest categories include automotive, business & finance, careers, consumer electronics, dating & singles, health, music and travel.

'Our new service increases by five times the number of sites on which advertisers can deliver targeted messages to users,' stated CEO Ignacio Fanlo. 'Advertisers are now able to target consumers on sites that they can't reach elsewhere, and tens of thousands of site owners have been introduced to behavioral targeting for the first time.'

The service is currently available to a select group of advertisers on an invitation-only basis, with prices for the inventory set via a real-time auction.

AdBrite was founded in 2002 and is headquartered in San Francisco, California. Web site: www.adbrite.com .

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