24/7 Real Media Plans Behavior Tracking Across Ad Network

Share this article:
24/7 Real Media said yesterday it would soon track user behavior across the 400 sites in its ad network to offer advertisers targeted audience segments.


The company's Insight ACT technology uses cookies on Internet users' computers to track which content areas they visit. That data is used to compile audience segments, which are sold to advertisers seeking particular audiences for their products. The technology links to 24/7 Real Media's ad-serving technology to serve ads to targeted audiences.


"I think for companies to do [behavior targeting] successfully, they're going to have to network this across sites," said Nate Elliott, a Jupiter Research analyst.


The 24/7 Web Alliance network boasts a reach of 66 million Internet users, thanks largely to its recent deal to include Lycos. Tony Schmitz, president of technology at 24/7 Real Media, said the tracking enables smaller sites to attract high-priced inventory for valuable audience segments.


He said the company would respect users skittish about a third party compiling detailed profiles of their Web surfing habits. None of the information collected is tied to personal information, such as a visitor's name or address.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.