Ad networks 'honing behavioural techniques'

15th April 2008

Demographic and behavioural targeting by ad networks is growing more sophisticated, a new report indicates.

Jeff Hackett, vice-president of comScore, said that ad networks are becoming more efficient at behavioural targeting as they extend their influence.

"The increasing ability of many ad networks to target and deliver ads either behaviourally or demographically is enabling a more efficient expression of ad dollars and an improved return on advertisers' online marketing investment," said Mr Hackett.

According to the report, niche ad networks compensate for their reduced reach compared to more generalised networks with higher success rates.

The digital world analyst also found that Platform-A - which last week made a deal to provide Verizon's online marketing services - was the top network last month.

Platform-A , which combines Advertising.com, Quigo and Tacoda, reached 170 million US web users - equal to 91 per cent of the total population - during the month.