BuzzLogic Launches Ad Targeting Tool

In the US, online metrics company BuzzLogic has introduced Spectrum, a platform targeting ads based on the enthusiasm consumers show for online content.

The San Francisco-based company uses a proprietary content index and analytics capability to determine which consumer conversations are most critical to advertisers, then uses this data to produce and place customized media plans across the web. The firm says its network currently reaches 1.5 billion pages from 60 million sources.

Spectrum finds and ranks content based on relevance and influence, at the individual page level, using 'emotive-based targeting' - an alternative to cookies. It then dynamically bids for ad placements seen as a good 'fit' for the brand's message / current campaign and builds the optimal ad for the environment.

CEO Dave Hills comments: 'With Spectrum, we have the ability to help a brand target, reach and persuade an engaged audience through understanding the emotional mindset that content creates with its audience. This creates a more powerful connection to the brand which results in greater purchase intent.'

Web site: www.buzzlogic.com .