One of the features Microsoft is acquiring in its aQuantive purchase is Drive PM. They plan to use DrivePM to add targeting functionality to its ad network business. This will further the role that behavioral targeting plays with Microsoft and others. Here’s an excerpt from its website:
“For any online targeting service to be “worth its salt,†it must be able to target on multiple relevant variables. DRIVE has gathered an impressive list of targeting variables to which it is continually adding, which include:
- Behavioral variables:
- Client site visits/conversions
- Email/newsletter list membership
- User interest category (new!)
- Demographic/psychographic variables:
- Geography
- Prizmâ„¢ Cluster
- Day part/day of week
- Gender
- At work/at home
- “Technical†variables:
- Connection speed
- Browser/OS
- ISP/domain”
