Eventful Taps 1020 Placecast for Location-Based Advertising
ADOTAS – Local events site and social network Eventful.com is launching an ad partnership with interactive media company 1020 Placecast to power to reach out to the network’s 7 million users in the 18-34 year-old demographic.
Placecast will power Eventful’s ad-serving technology and enable the company to segment site visitors through premium location-based inventory and targeting. Placecast’s system allows advertisers to deliver messages customized to a specific audience and a specific location, increasing the relevancy of these ads and therefore the value of the publisher’s inventory.
Using proprietary targeting algorithms, Placecast delivers more relevant ads by matching publisher data with information specific to an event venue in which a user expresses interest. For example, a user checking Eventful’s site for the next Coldplay concert in New York City would see an ad for Scion with the address and link to the closest Scion dealership, while a user looking for outdoor activities in San Francisco would see a localized ad for Subaru.
“Placecast gives us the ability to leverage location and date to deliver more engaging offers to our advertisers and consumers while maintaining the privacy, confidentiality and anonymity of our user base,” said Jordan Glazier, chief executive officer of Eventful. “It’s an ideal solution for us given our community of highly engaged consumers who use Eventful to discover local events.”
1020, Inc. is the developer and owner of Placecast Media, the first online advertising network to target highly sought-after audiences using location-based information across the Web, mobile and Wi-Fi. Current advertisers include Microsoft Windows Mobile, FedEx Kinkos and Hyatt Hotels.
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