24/7 Real Media Plans Behavior Tracking Across Ad Network24/7 Real Media said yesterday it would soon track user behavior across the 400 sites in its ad network to offer advertisers targeted audience segments.
"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.