ValueClick Launches Precision Behavioral Targeting Tool
ADOTAS – ValueClick Media, a division of ValueClick Inc., has unveiled a new BT suite. Advertisers will be able to access anonymous consumer behavior and predictive technology with the behavioral targeting solution, called Precision BT.
The product suite contains two products, Precision Retargeting (an enhanced version of the user retargeting capabilities offered by ValueClick Media since 2005) and Precision Profiles (which uses a proprietary predictive algorithm to identify a marketer’s best prospects in hundreds of consumer interest segments).
Predictive algorithms have not been widely applied to behavioral targeting until now.
“What makes Precision Profiles unique is our access to a critical mass of anonymous consumer online experiences and the way our technology dynamically categorizes and transforms them into hundreds of interest segments,” said Matthew Boyd, senior vice president, ValueClick Media. “Combined with the ability for our optimization technology to identify the best possible context in which to serve an ad, we have assembled the most scalable, data-driven audience targeting platform for marketers to achieve their brand and direct response objectives.”
In beta, users reported a significant impact on their campaigns. One online games client noted a 298% boost in conversion rates over an optimized control group. In a head-to-head comparison, conversions for one mobile campaign outperformed other behavioral targeting vendors 11 to one while keeping within the client’s target cost-per-action goal.
The Precision BT suite will unveil new targeting products in 2009, the company said.
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