Red Aril Offers Websites Better Audience Targeting Technology

Dec 15, 2010, 14:30 ET from Red Aril

SAN FRANCISCO, Dec. 15, 2010 /PRNewswire/ -- Red Aril today publicly launched a software service that puts Websites in charge of their audience data, enabling them to profit from audience targeting and site personalization. This technology solution, called a Data Management and Audience Optimization Platform (DMP), helps sites reach quality target audiences by using predictive modeling that integrates all data -- any source, any type.

Red Aril lets sites effectively use data to drive revenue. Red Aril's DMP collects and organizes non-personally identifiable data, including site activities and third-party data. It creates audience profiles, and enables sites to deliver high-quality, targeted audiences that advertisers demand.

Unlike other DMPs, Red Aril is an independent, full-featured offering that gives sites complete control over their audience data and profiles. It is different than a tracking service or ad network, as Red Aril only analyzes behavior on the customers' specific sites. It does not track personally identifiable information and does not sell its customers data.

Jim Soss, CEO of Red Aril, explained, "Our objective is to give our customers an all-encompassing inclusive service that collects data, creates quality audience profiles, and  optimizes performance. In this way, sites manage their data and give real value to their inventory, increasing revenue."

Unique to the marketplace, Red Aril categorizes consumers' interest categories based on behavior within the site. It packages this information with other public and private, structured and unstructured, online and offline data, and scores the performance of any data. The result is the ability to qualify the audience on the spot with a high degree of accuracy and minimal data expense.

Red Aril works with top media companies, including Rodale, Inc.

"Red Aril's DMP will serve an important role within Rodale's overall strategy to broaden our online media capabilities. The DMP product, coupled with Red Aril's data management acumen, should further enhance the insight into both our online customer base and the valued intelligence we offer our advertisers," said Ken Citron, COO at Rodale Inc., which reaches more than 70 million people through some of the best-known health and wellness lifestyle media brands, including Men's Health, Prevention, Women's Health, Bicycling, Runner's World, and Organic Gardening.

"We're using advanced technology to deeply define and target audiences," Soss explains. "Rather than blindly selecting ads for consumers to view, we give sites the knowledge to better understand visitor interests and deliver relevant content."

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About Red Aril:

Founded in 2009, Red Aril is headquartered in San Francisco, with offices in New York. The company's Data Management and Audience Optimization Platform (DMP) enables digital media to gain insight into the true value of their data. Red Aril's DMP was designed to manage today's intense marketing and advertising environment, including - high data volumes within a real-time environment. The platform is a real-time, self-learning system for data processing and analysis, audience modeling and optimization. Utilizing predictive models, Red Aril efficiently processes and monetizes value of consumer interactions, including the numerous channels of quality data sources available, and the impressions served each month to provide Web sites with a quantified value of their data inventory. Red Aril is a privately held company funded by institutional investors. For more information, visit