Media Firm Picks Tacoda Audience SystemMedia company Morris Communications is installing Tacoda Systems' Audience Management System, Morris Communications said last week.
The system is a strategic data integration platform that helps online publishers expand their advertising and transactional revenue by profiling and targeting the most valuable segments of their audiences.
Privately held Morris Communications becomes the 10th major media company to deploy the system. Others are Media General, The McClatchy Company, Hollinger International, USATODAY.com, Belo Interactive Inc., Tribune Interactive, The Weather Channel's weather.com, CondeNet and Advance Internet.
The Audience Management System initially will be installed on 33 Morris digital properties including The Augusta (GA) Chronicle; The Florida Times-Union (Jacksonville) and the Savannah (GA) Morning News.
Tacoda's system lets publishers gather data across their enterprise and merge/purge it so that information on separate users can be collected into individual profiles.