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Compete Launches Online Ad Tool
In the US, consumer web analytics firm Compete has released Behavior Match, a tool to improve the measurement and targeting of online advertising campaigns.
Designed for agencies, publishers and online marketers, the tool uses data from the firm's online consumer panel to identify where best to advertise, spot potential advertising opportunities on new sites, and gauge which areas of portals and ad networks are most visited by the target audience.
To achieve this, online behaviour data is segmented into different shopping and lifestyle categories, to provide audience concentration and traffic metrics across one million web sites.
Explained Chief Marketing Officer Stephen DiMarco: 'Behavior Match provides better targeting and a larger universe of sites so advertisers can increase their online spending without sacrificing efficiency. Armed with new data, marketers can easily uncover the best sites for reaching their target audiences.'
Founded in 2000 by entrepreneur Bill Gross, Compete produces search algorithms by tapping the collective online experiences of millions of people. Based in Boston, Massachusetts with offices throughout the US, the firm's home page is www.competeinc.com.
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