TACODA to Launch First Audience-centric Ad Network for Brand Advertisers
Will Provide Behavioral Targeted Reach at Scale for National Branding Campaigns
NEW YORK (March 2, 2005) TACODA, the pioneer in behavioral targeting and audience management, today announced that it will launch a behaviorally-driven online advertising network of quality websites for brand advertisers, designed to give them the targeted reach at a scale required for effective online branding campaigns.
TACODA Audience Networks will complement the previously announced AudienceMatch Network (AMN) that provides advertisers performance-based text ads. The new network is based on the AudienceMatch Technology but is designed to meet the growing demand from national advertisers for quality online inventory to facilitate large branding campaigns.
These advertisers need multi-site reach, more than can be achieved from any one site or portal. The environments in which their ads are placed are critical, and so is minimizing wasted impressions through behavioral targeting, says Dave Morgan, TACODAs CEO. Weve been continually approached by national advertisers looking for an easy way to reach quality, targeted audiences across sites. TACODA Audience Networks will provide advertisers looking to drive brand awareness, purchase intent and other branding goals, an opportunity to reach vast behaviorally-segmented audiences on quality sites and online destinations. All this can now be done through a single ad buy.
Advertisers emphasize that they want their branding messages served in premium environments, not just anywhere. With existing blind ad networks, advertisers messages may be run on any type of web site, potentially damaging a brands image, says Mr. Morgan. With TACODA Audience Networks, messages are only served on premium branded sites.
When launched in April, the network will have the potential to reach an audience of approximately 49 million individuals on a monthly basis, representing more than 30% of the US internet audience. Eventually, the network will reach more than 85 million individuals, about 60% of the monthly US Internet audience.
Publishers and online destinations repeatedly tell us they dont like the existing arbitrage-driven, broker-based ad networks where others reap virtually all the value of their audience, concludes Mr. Morgan. Theyve been clamoring for the opportunity to participate in large, multi-site branding campaigns while sharing in the value their individual audiences provide.
TACODA Audience Networks will use non-personal information and declared interests to deliver branding messages using its patent-pending behavioral targeting technology to cluster online consumers into anonymous audience segments with common interests such as auto buyers, involved locals, technology enthusiasts or business travelers. TACODA does not keep or provide any personal information to advertisers. All TACODA Audience Networks sites are required to have higher than industry-standard privacy policies and practices.
More than 2,700 TACODA-enabled Web sites reach over 80 percent of the US Internet audience each month. TACODA has nearly three-dozen corporate customers, mostly Fortune 1000 businesses, and includes thirteen of the top 20 newspaper companies in the US. Among its clients are: NYTimes.com; Boston.com; IDGs Infoworld; Cox Newspapers; The Weather Channel's weather.com; Gannett's USAToday.com; iVillage; The Tribune Company; The Associated Press; E.W. Scripps Company's Scripps Networks and Scripps Newspapers; McGraw-Hill's BusinessWeek.com; About.com; Belo Interactive; USNews.com; Forbes.com; Advance Publications' Advance Internet; Media General; Hearst Corporation's Albany Times-Union.com, Houston Chronicle and SFGate.com; Hollinger International's Chicago Sun Times; Landmark Communications' Pilot Online; 2,000-site ad network BURST! Media; Morris Communications; Tech Tracker; PlanetOut; Canada's Torstar; Bizjournals.com, the new media division of American City Business Journals and The Copley Press Inc.
TACODA, AUDIENCE MANAGEMENT SERVICES, AMS, AUDIENCE NETWORKS and THE AUDIENCE COMPANY are trademarks of TACODA Systems, Inc.
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