Tacoda Adds Behavioral Audience Segments

Share this article:
Tacoda Systems announced the availability yesterday of pre-defined audience segments for advertisers running behavioral-targeting campaigns on publisher sites that use its ad-targeting software.


Tacoda Targets are 22 audience segments for consumer groups such as auto buyers, homebuyers and sports fans. New York-based Tacoda said it constructed the segments based on ad campaigns that have run on some of its 700 publisher Web sites, which include iVillage, BusinessWeek.com and USAToday.com.


The audience segments, which will be included in Tacoda's software, are meant to address a shortcoming of behavioral targeting: the inability of advertisers to run campaigns across a variety of sites knowing they are using the same audience criteria.


Web publishers have turned to companies like Tacoda and Revenue Science to wring more value out of lower-priced ad inventory by showing it to audience segments desired by advertisers. For instance, a publisher could use the software to serve golf-related ads to golf enthusiasts even when they are outside the golf section.


Tacoda said it believed Tacoda Targets could form the basis of industry-wide standards on segmenting audiences. The company said it would establish a committee of publishers, advertisers and industry researchers to guide development of segment standards. This could lead to guidelines blessed by an industry trade association.


Tacoda plans to launch AudienceMatch, an ad network that will show ads across several Web sites based on consumer Web behavior exhibited throughout the network.


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.