Posts Tagged ‘ad targeting’

Leadspace Update Provides New Predictive Company Targeting


MENLO PARK, Calif., Jan. 15, 2014 /PRNewswire/ – B2B predictive lead targeting pioneer Leadspace, Inc. today launched its new targeting feature that helps B2B marketers and sales teams more accurately target companies that are most likely to purchase. The new capability is included as part of the latest version of Leadspace’s SaaS predictive lead targeting platform, available today for all users. Read more

Semantic Advertising at Facebook

Colin Jeavons of Media Post reports, “Social networks hold a bounty of consumer information, and features like Facebook’s Graph and hashtags, when combined with semantic search technology, will make it possible to unearth new connections and micro-target ad campaigns. There’s over 2.5 billion content items — over 500 terabytes of data — added to Facebook’s databases each day, including over 2.7 billion ‘likes.’ The introductions of Graph Search and hashtags to Facebook have generated waves of excitement among advertisers and marketers to tap into that data. Facebook’s marketing potential has increased dramatically.” Read more

Sirdata Launches Third Party Data Targeting Tool

According to a new article on, “Paris-based tech firm Sirdata has launched a fully automated third party data collection and profiling platform for use in ad targeting. Founded last year, Sirdata specializes in the collection, targeting and sale of anonymous data – gathered from research, demographic profiling, behavioural studies, and online data on interests and intent to purchase. Currently the firm collects data from nearly four million unique visitors per day, while 20,000 publishers use its tags. The firm uses semantic tools to pinpoint specific audience behavioural profiles and tailor-make segments based on specific client requirements, while its Business Consulting & Data Analytics team helps clients gain insight into the behaviour of customers, identify the best prospects and select media and marketing investments to target the most valuable customers and maximise ROI.” Read more

Vertical Search Works Introduces Security Integrity Process (SIP), Evaluates Ad Impressions for Quality and Brand Safety

NEW YORK, May 22, 2013 (BUSINESS WIRE) — Vertical Search Works (VSW), a top search technology company, announced an objective process to help advertisers, agencies and publishers to verify whether the sites found in their vertical content network are of high quality and brand appropriate. VSW’s Security Integrity Process (SIP) utilizes both human and machine intelligence to deliver premium ad impressions, and is the latest example of VSW’s longstanding commitment to provide extensive reach, premium brand-safe distribution, and effective ad targeting. SIP also dramatically reduces the risk of ad fraud and malware. Read more

Introducing Sensegon: Personality-Based Ad Targeting

Anthony Ha of TechCrunch recently covered ad targeting company Sensegon: “Adtech companies are trying get better at demographic targeting, especially on mobile, but a startup called Sensegon aims to go a step further — targeting ads based on audience members’ personalities. To illustrate the concept, CEO Omer Efrat talks about going to a car dealership with his co-founder and CTO Tal Yaari. Efrat was more interested in engine power, while Yaari was more interested in gas consumption and safety. The salesman, Efrat says, knew intuitively to direct his pitch differently towards the two men. That’s the kind of intuition that Sensegon is supposed to replicate.” Read more

DG Acquires Peer39 for $15.5M

Jason Del Rey of Ad Age reports, “DG, a traditional-TV ad delivery company that moved into the online-ad space with last year’s acquisition of MediaMind, has acquired semantic ad-targeting startup Peer39 in a deal that could reach $15.5 million in cash and stock. Peer39, which is based in New York City, will get $10 million up front in addition to approximately 357,000 shares of DG stock. The acquisition also includes a $2.3 million earn out.” Read our previous coverage of Peer39 here. Read more

Twelvefold Media Releases the Mindset Index

Twelvefold Media (previously BuzzLogic) today introduced the Mindset Index, a tool “to help brands better understand the intent and motivation of their target audiences. The Mindset Index analyzes the top 12 motivations that drive consumer action, in relation to a brand, product or topic. These include: Information Seeker, Review Seeker, Expert Advice Seeker, Looking to Shop, Deal Seeker, Affinity For, Excitement, Enthusiast, Early Adopter, Trend Follower, Planner/Planning For, and Activity Taker. The results deliver to advertisers a clear understanding of what is motivating a target audience, and how this compares to competitors and online averages. By understanding mindset, advertisers are able to define and execute media strategies that leverage an increased understanding of what drives their consumers.” Read more

Semantic Ad Targeting: FTC Do Not Track Talk May Increase Its Attractiveness, But Hopes Are Agency Proceeds With Caution

There’s a whole lot of privacy discussion going on at the federal level, with the Federal Trade Commission proposing a Do Not Track browser option. The idea is that consumers could limit cookies or other sniffers that open the door to tracking their browsing behavior for the purpose of delivering online ads. It’s the do-not-follow equivalent to the Do Not Call list.

Is that good news for the semantic web advertising space? Peer39 CEO Andy Ellenthal thinks so. “As it relates specifically to Peer39 it certainly raises the visibility of non-cookie based targeting solutions like we provide,” he says. That said, however, he’s hopeful the powers-that-be proceed with caution. “The augmentation of highly contextualized or categorized data in addition to audience data is an incredibly effective combination, so it’s our hope from an industry perspective that the marketplace and industry and Congress deals with this in an appropriate manner, and not just react to limited amounts of information, because the reality is the audience-data providers do add a tremendous amount of value to the publishes and to the buyers.”

Agreeing with that viewpoint is Raleigh Harbour, SVP of Business Development at the Rubicon Project, Peer39’s latest partner. The Rubicon Project and its technology services online content publishers, connecting them to its partners in demand channels, such as ad networks, exchanges, and DSPs, with pricing data to appropriately price impressions and audience data to make those impressions more valuable. “There are good ways and right ways to do things when it comes to targeting [to make ads more relevant for the user] and wrong ways,” he says. “We’re working towards putting in place the right structure, process and frameworks…to make this a value exchange.” And, he adds, he hopes the FTC and advocacy groups are thoughtful as they contemplate their options, “so as not to hinder a huge part of e-commerce and our economy.”

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