Struq Launches Behavioural Ad Targeting Platform

In the UK, digital media company Struq has launched a technology platform that allows advertisers to customise and deliver ads in real-time, based on users' online behaviour and activities.

The news breaks as The Office of Fair Trading (OFT) has announced plans to conduct a new study of online advertising, which will also examine the practice of behavioural targeting.

Through Struq's targeting technology advertisers can tailor their advertising creative content to serve relevant offers to users as they navigate the Internet. CEO Sam Barnett says mere 'dynamic ads' do not enhance performance for advertisers to the extent possible with a 'dynamic ad customized to a user based on their online behaviour'.

Struq's initial focus will be on the UK market, but the firm is planning to roll out the solution in Europe and internationally soon.

'There has been a huge demand from ad agencies and networks that want to use technology to drive performance in their display campaigns,' stated Sales Director Glen Calvert. 'Due to Struq's matching engine's capabilities, we are able to customise each ad to a user based on their intent, deliver the most relevant creative and content to users and drive results for advertisers.'
www.struq.com .