I-COM worldmeasurementnews

In US, BuzzLogic targets audiences engaged in specific conversations

San Francisco – BuzzLogic, a conversational media company that allows advertisers to capitalize on influential peer-to-peer discussions, today announced BuzzLogic for Media Partners, a new initiative enabling media companies to participate in BuzzLogic campaigns and capture additional revenue from advertisers looking to reach audiences engaged in specific conversations.

“IDG has established an incredible amount of trust with its audiences,” said Todd Parsons, co-founder and chief media officer at BuzzLogic. “Through partnerships with media companies such as IDG TechNetwork, we’re providing our advertisers a way to build affinity with consumers as they seek guidance on purchase decisions – from both their peers and the most trusted authors in the business.” More...

Quantivo Surpasses 7 Billion Records for Single Customer in World's Largest Cloud-based Analytics Solution

SAN MATEO, Calif. – September 30, 2009 – Quantivo, the leader in on-demand Behavioral Analytics, today announced that the company's unique Software-as-a-service (SaaS) application is powering Behavioral Analytics across 7.6 billion transaction records for a single customer. This milestone marks Quantivo as the largest cloud-based analytics solution in the world and underscores its unmatched ability to deliver near-instant answers for unrestrained ad-hoc analysis at a fraction of the cost of traditional analytic solutions. "We are proud to see a customer analyzing this vast amount of data while maintaining lightning-fast time-to-answer for their most complex, revenue-driving questions," said Paul O'Leary, CTO at Quantivo

Quantivo customers can dramatically improve visitor monetization by quickly segmenting and understanding customer behavior patterns from a combination of website visits, purchase transactions, marketing responses and other events. Quantivo also easily surfaces patterns over time – including multiple touch points such as repeat visits and repeat purchases in correlation with advertising campaigns. Until now, this type of advanced analytics has been available to only those companies who could afford to spend millions in software and wait days/weeks for answers to these questions.

About Quantivo

Quantivo is pioneering a fundamentally new approach to Behavioral Analytics. For the first time, corporate decision-makers can quickly uncover behavioral patterns across any aspect of their customer interactions and act on these timely insights to increase customer acquisition, retention, up-sells, cross-sells and web monetization. By combining large-scale analytics with rapid SaaS delivery, Quantivo is the only company that puts impactful revenue-generating insights directly into the hands of a wide set of executives and analysts for applications such as market basket and loyalty analysis, merchandising and marketing optimization and online analytics.

Behavioral Targeting: 3 Methods Compared, and Tips on Simplifying Data

Joshua Koran, VP, Targeting and Optimization at ValueClick writes for AdTech: We're seeing a fundamental shift from where traditionally marketers have targeted pages, to where they’re targeting types of people.

We’ve had millions of years of evolution to understand the world in a visual format. And we’ve only had a few hundred years to understand the world using statistics." Data describing a group of customers, or an audience, often has many dimensions. Representing that data visually can make it easier to quickly understand and use. More...

In US, Quantcast clarifies & modifies flash cookie usage

Quantcast writes on its blog: A paper by researchers at Berkeley discussing Flash cookies, including Quantcast's use of them, has received recent press attention highlighting the potential to reinstate browser cookies based on Flash Stored Objects (FSOs – a Flash based cookie).

We immediately took steps to remedy the behavior and have altered the process by which browser cookies and FSOs are set. We have confirmed with the Berkeley researchers that the restoration behavior no longer occurs. More...

In US, Quantcast Launches Media Program, Connecting Planning & Buying to Deliver Custom Addressable Audiences

JUNE 29th, 2009, SAN FRANCISCO, CA -- Quantcast announced today the launch of Quantcast Media Program the first solution to allow the buying and selling of audiences based on accurate, consistent and actionable data across the Web.

Quantcast Media Program provides advertisers with the first scalable way to define target audiences via their own data insights and apply this custom segmentation consistently throughout the buying process. With Quantcast Media Program advertisers can more efficiently grow their digital advertising initiatives while publishers can expand their audience solution set and grow the marketer base they can effectively serve.

"Quantcast Media Program brings the essential qualities of search marketing to display, making it addressable at the impression level, more accountable and enabling marketers to buy precisely the audiences they want," said Konrad Feldman, CEO Quantcast. "This new solution enables scale and end-to-end consistency in media planning, buying and delivery that benefits publishers, marketers and consumers." More...

Attribution Analytics Could be Behavioral Targeting's Best Friend

Phil Leggiere writes for Mediapost: Unfortunately in actual practice measurement and accountability often open up more questions than answers for marketers, and create more confusion than clarity. Therein lies the current quandary of online advertising, at least on the brand and display side....

Another tool in this increasingly populated space is Coremetrics' Impression attribution, a tool for comparatively tracking all impression marketing initiatives including display ads, widgets, micro-sites, syndicated videos across the internet. Though consensus standards about attribution value metrics remains (and is likely to remain for some time) a work in progress, the days when any advertiser, publisher or agency could safely ignore the issue of how to quantify attribution beyond the "last click" are clearly over...

Key to beginning this process, John Squire, Chief Strategy Officer of Coremetrics, says, is acknowledging and identifying just how much wasted effort and impressions most campaigns actually have. More...

Smashing Optimization Silos

Phil Leggiere writes for Mediapost: While improvements in targeting technology have progressed rapidly, the value of display inventory has steadily, and steeply, declined overall. Indeed, so much so that it's become commonplace on the conference circuit to hear speculation on a permanent depression in display pricing, even for ostensibly "targeted" inventory. A big part of the problem is what might be called "optimization silos" that still exist in the online world among content optimization, behavioral targeting and creative optimization. More...

In US, Click Forensics launches feature to target high-quality online traffic sources to improve Search campaign performance

AUSTIN, Texas – May 8, 2009 – Click Forensics™, Inc., the industry leader in scoring, auditing and improving traffic quality for the online advertising community, today announced the immediate availability of a newly-architected version of its Click Forensics traffic quality management platform that allows online ad networks, publishers and advertisers to identify traffic that’s more likely to convert into sales. Building on its market-leading click fraud detection solution, the Click Forensics platform gives customers a more effective way to target high-quality online traffic sources to improve campaign performance.

“Our new platform helps customers pinpoint and increase the flow of highly-convertible traffic in real-time, which ultimately improves the results of their online campaigns.” said Paul Pellman, CEO of Click Forensics. More...

In US, Lotame launches Stadium, Targeting leveraging Social Data

New York, NY – May 5, 2009 – Lotame today announced the availability of Stadium, a platform enabling the creation of custom audiences for targeted online ad campaigns using anonymous social data. Stadium leverages Lotame’s groundbreaking Crowd Control targeting technology to give partners direct access to a wide range of tools for delivering, measuring and analyzing online ad campaigns. Stadium is the first ad delivery platform, powered by social data, to be made openly available for use by any company looking to improve the precision and performance of online ads. More...

Laurie Sullivan writes for Mediapost: Imagine the insight that ad agencies and publishers could gain to target consumers if they knew the exact type of person who signed into Facebook at 8 a.m. each day to update his profile and then went to The New York Times to read the news. Lotame has released a feature in Crowd Control, dubbed Stadium, that it believes will give advertisers and publishers insight into human behavior through social media data from sites like Facebook and others to help target ads. More...

EU is “getting ahead of itself” with legal action on behavioural ads, say UK advertisers

London, 15 Apr 2009: ISBA says advertising self-regulation can address concerns. Britain’s advertisers are today calling on the European Commission to cancel its legal challenge over the UK government’s support for behavioural targeting technology. ISBA, the voice of British advertisers, says concerns about the new technology – which can help refine and personalise the advertising content received by online consumers – “can and should be addressed by the UK’s successful system of advertising self-regulation.”

The technology has already been given the green light by the Information Commissioner’s Office, the UK’s data watchdog. And earlier this year, as an example of the strength of the self-regulatory system, the Internet Advertising Bureau, in consultation with industry bodies including ISBA, published its Good Practice Principles for behavioural targeting. Ten businesses have initially committed themselves to the principles, including Google, Microsoft, Platform A, Yahoo! and Phorm. The IAB principles were subsequently very publicly supported by Ofcom Chief Executive Ed Richards at last month’s ISBA conference. More...