Google is working with online ad company Tumri to facilitate greater ad targeting. According to Behavioral Insider [excerpt]:
“What we’re doing with Google is that for the first time they’re opening up the interface on their contextual network. So as an ad is being served they pass us keyword information and we adjust the ad subcomponents in real time, based on the context of the page the reader is looking at on a keyword level. Examining the contextual information and marrying that with past search and behavioral patterns, elevates the level of targeting.
… With Tumri, Google is opening their interface and architecture to allow Tumri to access keywords for pages. When an ad is served, the Google content network will pass through Tumri with recommendation of content, and Tumri will refine that further.”
In Tumri’s January 6, 2009 release announcing the Google deal, it noted that:Â “Tumri’s participation in context-aware ads on the Google content network benefits advertisers by allowing Google to feed its contextual page information about web page content into Tumri’s dynamic ad generation engine. Tumri’s AdPod seamlessly generates highly-targeted marketing messages in real time through its dynamic, intelligent ad optimization and presentation layer based upon the advanced contextual information from Google…
The Tumri solution – the AdPod – enables advertisers to craft highly targeted marketing messages to consumers on-the-fly. The Tumri platform seamlessly deconstructs ad creatives into core sub-components, then enables advertisers to adjust each sub-component by targeting parameters or optimize by performance metrics… Tumri’s patent-pending platform optimizes performance at a sub-ad component level and delivers unparalleled consumer insights through its proprietary reporting.”
