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ValueClick to Launch Behavioral Targeting Platform
US-based online marketing company ValueClick Media says it will launch a platform in the summer offering advertisers behavioral targeting based on predictive analytics.
The platform has been tested with five mobile service providers, which have been using cookies to target consumers identified as likely to respond to mobile ad offers.
ValueClick Media says the system will serve more relevant ads that appeal to each web site visitor based on past behaviour, and in turn provide higher click-through and conversion rates. VP of Targeting and Optimization Joshua Koran says the platform will process hundreds of millions of profiles linked to anonymous cookies. The cookies collect data on web site visits, ad interactions, searching, product comparisons, product purchase and third-party data fed into algorithms that predict behavioural trends. Profiles will continue to be stored in the application for as long as the cookie returns to the server with more data.
Earlier this week, DRNO reported on controversy surrounding the adoption of similar analytics and ad-serving software from UK-based supplier Phorm by telecoms firms / ISPs BT, TalkTalk and VirginMedia (www.mrweb.com/drno/news8098.htm ).
Founded in 1998, Los Angeles-based ValueClick Media operates online advertising networks reaching more than 74% of the US Internet audience across more than 13,500 sites. The firm is on the web at www.valueclickmedia.com .
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