Behavioral Targeting watch
excerpt: “Behavioral targeting is set to reach $3.8 billion by 2011…one company is claiming to be the first online network that uses consumer purchase and browsing information to determine which ads they are presented with.
“Shopping behaviors associated with a cookie on a user’s machine provide information about their interests, and continuous modeling enables us to identify large populations with similar patterns of purchase behavior,†said aCerno CEO Tom Sperry.
aCerno, a wholly owned subsidiary of database marketing firm i-behavior, reports that it has accumulated 140 million active online shopper profiles. The data can in no way be linked to an individual but instead relies on unique cookie ID numbers placed on a user’s browser.” via BizReport.
“Behold aCerno — the only predictive targeting ad network that drives transactions, propels brand metrics, finds prospects who are in-market for your product or service, and predicts what they are interested in. Your best prospects are delivered flawlessly and efficiently to you.aCerno helps marketers motivate consumers by always putting the right message before their eyes when and where they’re receptive to your message.aCerno understands and capitalizes on the symbiosis among brands, retailers and consumers. Our predictive modeling gleans vital data from this ecosystem to target messages that pique interest and prompt the consumer reaction you seek. With aCerno, online advertising unearths greater market potential by delivering predisposed prospects…aCerno creates custom audiences from this data to suit your brand’s particular needs. Whether your objective requires targeting based on pure product- and shopping-based behaviors, or on more traditional demographics and psychographics – or any combination of them all, aCerno offers unmatched flexibility in built-to-suit audience development.” from: aCerno
More on aCerno, via today’s Clickz. article [excerpt]
aCerno, has been in stealth mode for nearly four years. It collects…information from an association of over 375 major multichannel retailers’ Web sites (that aren’t identified to one another), representing 140 million shoppers. The information is completely private and tagged only with an ID…ACerno clients’ best prospects are identified with modeling and profiling techniques, finding users who look most similar to their best customers. Once these high-value prospects are recognized, aCerno uses its massive advertising network to deliver targeted advertising messages directly to them…The company’s extensive network of high-quality Web sites, publishers, and portals is targeted exclusively at the cookie level with banner ads and rich media to achieve maximum reach within the target audience. The network reaches over 95 percent of the Internet population with more than 80 percent of the impressions served into sites on comScore’s Top 500.
This is predictive analysis; scoring million of cookies against hundreds of variables to create models.”