excerpt: “VALUECLICK MEDIA SAID… it has built an applications platform to offer advertisers behavioral targeting based on predictive analytics… By focusing on targeting visitors rather than pages, ValueClick says it can serve more relevant ads that appeal to each Web site visitor based on past behavior to provide higher click-through and conversion rates.
ValueClick’s platform relies on three algorithms: behavioral targeting, recommendations and ad server real-time selections, according to Joshua Koran, VP of targeting and optimization at ValueClick, which supports media inventory on more than 13,000 sites. “Cookies stored on visitors’ computers collect data and build search profiles containing one or more facts,” he said.
The cookies collect data on Web site visits, ad interactions, searching, product comparisons, product purchases, and third-party data fed into algorithms that predict behavioral trends, storing the information in ValueClick servers. Koran says the predictive analytics platform will cluster the data collected from searches and clicks in thousands of categories, such as mobile, travel and finance.
The predictive algorithms in the behavioral targeting application will store the profile as long as the cookie comes back to the server with more data. It will process hundreds of millions of profiles tied to …cookies on billions of events daily. The algorithm built into the application will determine when the information is no longer useful.”
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