Behavioral Targeting Customer PostNewsweek Part of Panel Discussion on Targeting Methods
LONDON, UK and RALEIGH, NC - March 23, 2005 - Accipiter Solutions, Inc., an online advertising technology leader since 1996, today announced that the company is a gold-level sponsor for the upcoming American Business Media Online Revenue Strategies Forum to be held March 24th in New York City. As a corporate sponsor, Jeff Wood, Accipiter’s vice president of sales and account management, will make a presentation on how behavioral targeting can drive higher revenues and extend inventory for Web publishers and media networks by delivering ads to an interested audience versus a specific content page or premium rate page. Advertisers can get better results without having to increase the number of impressions served.
In conjunction, one of Accipiter’s premier behavioral targeting technology customers, PostNewsweek Tech Media, is participating in a panel discussion at the forum as well. Alec Dann, Senior Vice President of Internet Publishing for PostNewsweek, the leading media company in the government technology community, is part of a panel on search and contextual targeting. Dann will focus on “reader interest” targeting and how this allows publishers to better serve their advertisers. His perspective centers around the business case for behavioral targeting, implementation challenges, and opportunities for doing new kinds of business using the technology.
PostNewsweek has been selling behavioral targeting campaigns driven by VIBETM, Accipiter’s Visitor Interest Behavioral Targeting Engine, to its advertisers since May of last year. PostNewsweek has been leveraging VIBE to access and analyze reader interest behavior information to create new online advertising opportunities for its customers. The Internet Publishing team at PostNewsweek knew that certain content areas, such as those focusing on security and enterprise architecture, were most popular with its advertisers. However, there was simply not enough advertising inventory in those areas to meet that demand.
“VIBE has expanded the range of messaging opportunities we can offer by allowing us to display ads related to content in which a user has shown interest as he or she moves throughout our site,” explained Dann. “Our advertisers have been very responsive – behavioral targeting is easy to sell and is a natural complement to content targeting. We have sold quite a few behavioral campaigns and our average CPMs have increased as a result.”
VIBE is an application-independent plug-in platform that provides a highly flexible, scalable, and robust solution for Web publishers and media networks. VIBE increases the value of available inventory by extending campaigns to high-valued visitors, including the most under-utilized content areas. By tracking, analyzing, and reporting visitor activities, VIBE identifies a visitor’s interests and determines if a visitor is a good prospect for a timely targeted promotion.
“We were able to take our years of behavioral targeting experience and create a solution that delivers real value to customers like PostNewsweek,” said Accipiter’s Wood. “Our participation in this exciting ABM online forum further establishes that the industry support and momentum behind this type of technology is continually growing.”
The ABM Online Revenue Strategies Forum expects 75 to 100 senior management representatives from leading B2B media companies at its annual meeting. Forum participants recognize that advancements in delivering and monetizing digital assets are happening at an extraordinary pace. The Online Revenue Strategies meeting strives to show how these leading companies have used digital technology to increase revenue, streamline operations and open up new markets.
About PostNewsweek Tech Media
PostNewsweek Tech Media is the leading media company in the government technology community, offering focused national publications, Web sites, trade shows and conferences for the government information technology market. PostNewsweek Tech Media produces Government Computer News, a magazine published for government buyers of information technology products and services, and Washington Technology, a magazine for government information technology systems integrators and Government Leader, a magazine for technology leaders in government and industry. PostNewsweek Tech Media also produces the FOSE trade show as well as a series of smaller conferences, publications, and events. For more information, please visit www.gcn.com, www.washingtontechnology.com, and www.fose.com.
Based in Raleigh, North Carolina and London, UK, Accipiter, an online advertising technology leader since 1996, empowers Web publishers and media networks to maximize revenue and reduce operating costs through innovative online ad management and behavioral targeting technologies. Accipiter’s industry-leading products provide effective campaign management and optimization, accurate inventory forecasting, up-to-the-minute reporting, precise audience targeting, and the ability to easily deliver and track any rich media format…all in real-time. With more than 350 customers worldwide, over 50 billion online ads are served each month using Accipiter technologies. Accipiter’s experienced staff delivers solutions, services, and world-class support that help customers future proof their investments as their business needs evolve. For more information, please visit www.accipiter.com.
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Published on: 12:00AM on 23rd March 2005