Thursday, 05 March 2009
Adconion develops the next generation of behavioral targeting tools for agencies
Access to in-market audiences and unparalelled campaign optimization powered by integration with BlueKai data exchange
Adconion Media Group, (www.adconion.com) the independent global audience and content network, today announced it has developed the next generation of behavioral targeting tools for agencies through a comprehensive technology partnership with BlueKai, the online industry's first intent-focused data exchange. Through Adconion, agencies now have unparalleled access to targeting and campaign optimization, including granular reporting and analytics, focused on users who are clearly identified as being “in-market,” consumers with commercial intent across the Adconion network’s 142 million US unique users.
Fusing data from Adconion and BlueKai, including BlueKai’s over 100m buyer attributes in categories including travel, automotive and retail, Adconion will help agencies identify and contrast performance metrics from various high-quality sources, enabling real-time campaign adjustments for better performance and efficiency.
“All audiences are not created equal, and as a true partner to agencies and advertisers Adconion has teamed with BlueKai to offer new capabilities that draw on rich, detailed user and media data combined to further enhance campaign performance” said Ben Fox, Head of Product Management, Adconion. “We are bringing media, data and optimization together like never before.”
This unique integration also powers Adconion’s Audience Exploration Report, a new product that identifies for advertisers which BlueKai users are interested in or have purchased their products, even if the advertiser is not currently targeting that type of user.
Added Fox, “In addition to giving agencies deep insight into the behaviors they are currently buying and targeting across our network, we’ve also taken the guesswork out which behaviors actually drive results with the Audience Exploration Report, which will enable agencies to target additional relevant user segments in future campaigns.”
The integration also allows Adconion to optimize each ad creative against BlueKai’s user categories across Adconion’s 5,000 ad placements. For example, Adconion can determine if travelers flying from Los Angeles to Seattle in economy class are more likely to respond to blue ad creative than red and adapt accordingly.
“As a pure data exchange, BlueKai ensures a fair economy for buying and selling intent data to deliver in-market targeting across the Internet and feel that the media and optimization are key pieces to the targeting puzzle,” said Omar Tawakol, CEO, BlueKai. “This deep integration with Adconion means advertisers and agencies can now optimize not only their creative and media to influence campaign performance, they can also optimize their data buy in what is clearly the next evolution of behavioral targeting.”
Adconion and BlueKai have also partnered to bring these tools to international clients, and Adconion has been named BlueKai’s preferred partner for ad distribution in Europe.
With a shared commitment to transparency, Adconion and BlueKai data on both publishers and users is anonymous and comes from only trusted and reliable sources. Adconion supports the BlueKai Registry (www.bluekai.com/consumers.html), where consumers have the ability to see the information that has been collected about them through its data providers and edit it or opt out completely.
