Tacoda Systems inked deals with three top Web publishers to use its ad-targeting system, the company said yesterday.
Primedia's About, BusinessWeek Online and iVillage signed on to use Tacoda's Audience Management System, which helps publishers target ads to users based on their demographics and behavioral data. Other Web publishers using AMS include Belo Interactive, CondeNet and USAToday.com. Fifteen publishers use the platform.
New York-based Tacoda's targeting system lets publishers serve more relevant ads and use their ad inventory better by dividing their audience into categories.
For example, BusinessWeek Online plans to target ads based on visitors' site behavior as well as location and professional classification based on their Internet addresses. About could use the system to sell targeted advertising to visitors of high-value sites when they are elsewhere in its 450-site network. IVillage could use the system to serve targeted ads to frequent visitors of its beauty section when they are in other areas, like money and food.
None of the three sites requires registration, which many Web publishers do in order to target advertising.
Some top Web publishers, including New York Times Digital, USAToday.com and CBS MarketWatch, have rolled out targeted ad programs using Tacoda, its rival Revenue Science, or their own systems.
Tacoda boasted the three sites mean that 60 percent of U.S. Internet users visit sites that employ AMS.
