A few weeks ago at OMMA Behavioral, TARGUSinfo launched the AdAdvisor solution, designed to help companies selling display advertising to optimize that inventory for their clients.
A lot of attention in the industry is focused on Behavioral Targeting – which I discussed in a previous post, but to deliver on the promise of predictive targeting — and overcome the shortcomings of older methodologies — TARGUSinfo launched AdAdvisor services. Since no click-stream data is used, the platform enables advertisers to deliver relevant display advertising from the moment they encounter a user by delivering an audience of anonymous, non-personally identifiable population segments based on verified offline consumer information.
Where other targeting methods track a limited set of fleeting “in-market” behaviors, AdAdvisor provides a holistic view of the consumer by using segment scores to track hundreds of predictive persistent behaviors and provide offline data to corroborate online behaviors.
Segment scores reveal a robust set of demographics, interests, lifestyles, browsing behaviors and purchase behaviors — enabling ad networks to resourcefully match their available inventory with their current set of advertisers. Segment scores even work in tandem with other targeting methods to deliver a significant lift to results.
AdAdvisor is unique in its ability to provide insight into the following:
- What a consumer is likely to purchase across a wide range of products and services
- A consumer’s likely ability to afford a purchase
- Household- and individual-level demographics, including age and gender
- What websites a consumer is likely to visit
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