SAN FRANCISCO, Sept. 7, 2011 /PRNewswire/ -- The pendulum swings: yes, behavioral audience advertising is great. But not always. Context matters – in some cases, even more. But what works best is when you combine them both and see performance gains of 50 to 200 percent. Using keywords as the underlying element, Pretarget™ creates Intentsity™ targeting, the optimal blend of contextual and behavioral digital advertising for precise audience targeting and efficient performance.
"In general we know that context and behavior both matter and can both work – it's finding the right mix that's difficult," Carat Digital Media Director Sankar Patel said. "Pretarget has created a unique keyword based targeting opportunity that lets us deliver messages based on precise contextual and behavioral insight that we can strategically use for brand or performance efforts."
Pretarget™ launched in 2010 with search retargeting and has learned that keywords are the common thread that binds contextual and behavioral data. Testing across tens of millions of impressions using contextual (page title, content, copy paste sharing), behavioral (search retargeting, third party behavioral segments, ad engagement), client site retargeting and run-of-network resulted in the creation of the Intentsity™ algorithm, which on average exceeds any single tested data type in click and conversion metrics, sometimes by as much as 2000 percent. In addition, because Intentsity™ targeting isn't constrained to any single data set, it is infinitely scalable.
The challenge with using each targeting method in a typical isolated buy is the inability to effectively understand a user's meaning and adapt accordingly. "We've spent significant time testing and experimenting with numerous inventory and data sets to find the killer algorithm that marries and balances the best of contextual and behavioral targeting," Pretarget Founder & CEO Keith Pieper said. "We incorporate these signals to get a better understanding of the user's intent and optimize accordingly. For example, someone searching for 'bass' could be looking for shoes, beer, musical instruments or fishing related content. If we converge that search signal with contextual data, we can learn that the user is actually a fisherman."
Pretarget™ works with advertisers to build a custom Intentsity™ segment using advertiser's proven seed keywords for each campaign. Pretarget™ then identifies and integrates multiple data types into the campaign. The campaign is deployed across its exclusive Safe RON inventory or advertisers can utilize IAB Select or Comscore Select rotations. Campaigns are optimized to goal over time using a proprietary blend of algorithmic and human engagement.
For more information, please contact Neil Monnens at +1-415-894-0482
Pretarget™ provides Intentsity™ based banner and video advertising - the convergence of contextual and behavioral targeting. Our exclusive intent based targeting methodology uses keywords to create custom segments for each campaign combining numerous contextual, behavioral and proprietary data sets. Campaigns are dynamically optimized to an audience or performance goal using a blend of technology algorithms and human engagement to deliver results that exceed basic contextual and behavioral targeting approaches. Pretarget has offices in San Francisco and New York.