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Crowd Science Adds to CITRUS
California-based web analytics and online research specialist Crowd Science has added two new features to its audience measurement and ad targeting platform CITRUS, allowing segmentation of audiences by social media use and brand engagement.
 CITRUS, which uses publishers' own data to create audience segments for use in ad targeting, was launched in October. The tool uses proprietary audience prediction and market research techniques, combining psychographics, analytics and machine learning to create audience segments which can be integrated into the publishers' own display ad-targeting servers.
The first new feature, 'Make It Social', allows targeting based on engagement in social media including Facebook and Twitter, categorising individuals as influencers, engagers or non-users.
The second feature, 'Brand Target', helps publishers gather detailed audience data about awareness or ownership of specific brands, with which they can offer advertisers a means to pinpoint the audience most likely to respond to branded campaigns.
CEO Corey Leibow comments: 'As our customer base has grown, we have learned that publishers consider social media engagement and brand awareness targeting as essential in helping drive ad sales and differentiate their audience in the market.'
Web site: www.crowdscience.com .
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