DTI reckons to beat Google on ad-targeting
Jul 14, 2009 at 06:37 pm by
Staff
A new release of DTI’s AudienceReach software includes targeted email marketing, enabling news media organisations to know print and online readers better and target them more accurately.
AudienceReach automates collection, dissection, analysis and use of audience data down to the individual, in much the same way as human genome analysis. Its ‘audience genome’ is a multidimensional profile which provides information for targeting ads and other content while maintaining individual privacy.
The software allows audience data to be gathered from sources including circulation systems, subscriptions, advertising, coupon responses, website activity and online purchasing history. It also enables seamless integration of psychographic, lifestyle and interest data from a variety of third-party sources, the company says.
Audience data is used to enable publishers target content in much the same way as Google and other search engines target advertising based upon search queries. However DTI says its approach uses richer and deeper data so that targeting is more accurate and personal.
The greater ad precision yields much higher value CPM and CPC advertising rates, and allows publishers to keep all of the online ad revenue.
The targeted selection engine can be integrated with ad network services such as Google’s AdSense, Yahoo’s ATP, DoubleClick, Rubicon, OAS, and others. Newspapers participating in ad network partnerships can leverage the ‘key interest’ information in the DTI audience solution to request targeted ads from the networks.
“Ad targeting is a new revenue source for every newspaper,” says marketing vice president Steve Nilan. “Our solution maximises the value of advertising for the advertiser, optimises the rate for the publisher, and also provides highly sophisticated targeted direct marketing and email capabilities.
“It is perfect for today’s dynamic, audience-centric media business. We yield for our customers’ step-change improvements in business efficiency, and deliver the structural cost savings they so urgently need in today’s, often harsh, media climate.”
