aQuantive, one of the Web's largest advertising companies, has formed a new operating unit to profile Web surfers and deliver targeted online ads.
Called "Drive Performance Media," or Drive PM, the initiative was created earlier this year and in recent months has been slowly gathering customers. aQuantive, formerly known as Avenue A, is expected to announce the project Monday.
The company wouldn't name specific publishers or advertising customers. But Drive PM's general manager, Scott Howe, said the project relies on partnerships with top-tier sites. aQuantive buys unsold ad inventory from various sites. Using visitor data from these sites in conjunction with various tracking technologies, it then profiles surfers as they jump from one site to the next. The company creates a composite of visitors' demographics, behaviors and interests, but without using identifiable data about specific people. That data is then used to tailor ads.
Read the story at CNET News.com
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