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MEN Media employs 'behavioural targeting' for its online portfolio |
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Thursday, 04 December 2008 |
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MEN Media has taken the lead of a growing number of publishing groups and employed a behavioural targeting agency to help it make the most of online ad opportunities.
In layman’s terms behavioural targeting is a way of customising the advertisements that appear to individual users by gathering information on their web browsing behaviour – for example the sites they have recently visited, or the searches they have made.  To be boosted by Revenue Science Revenue Science is arguably the global leader in ads targeted in this manner and has a client list that includes names such FT.com, Guardian.co.uk, TimesOnline.co.uk, Orange.co.uk, TheSun.co.uk, Dailymail.co.uk and Telegraph.co.uk.
Speaking about what the group is hoping to achieve through the partnership, Gavin Merriman, head of product development at MEN Media, commented: "This improvement in our targeting capabilities will enable our advertisers to get even better performance out of their campaigns. “Behavioural targeting is central to our digital sales strategy and will enable us to deliver our quality audience to advertisers where it adds real value." The MEN brought its digital sales operation in-house just last month. Something to add? Then leave a comment below or email us now.
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