NEWS9 February 2010

Compete and 24/7 Real Media team up for targeted advertising

Data analytics North America

US— Kantar-owned web measurement firm Compete has joined forces with WPP’s 24/7 Real Media digital marketing agency to help clients ensure that their online ads are seen by specific consumer segments

Ari Bluman

Ari Bluman

The firms said that their partnership is the “first media planning solution to validate the different audiences within an ad network’s reach” by using data from Compete’s online consumer panel to create “robust segment definitions”. These definitions will then be applied to channels within 24/7’s Global Web Alliance ad network, such as news and media, entertainment, family, women’s interest and sports.

Clients will also be able to create customised behaviourally targeted segments and measure the effectiveness of campaigns based on behavioural and sales metrics.

Ari Bluman, president of North American sales and operations at 24/7 Real Media, said: “Ensuring that ads reach the intended audience is of tantamount importance. Our partnership with Compete adds even further precision to online targeting by giving advertisers access to verified consumer segments and the ability to create private channels based on customised behavioural profiles.”