Behavioral Segmentation Improves Advertising Campaign Performance

New research from Advertising.com shows targeting by user behavior improves advertisers' ROI

Baltimore, MD, August 17, 2004 - Advertising.com, Inc., a leading provider of results-based interactive marketing services to advertisers and publishers, today released new findings from its Optigence research platform that demonstrate the effectiveness of behavioral targeting for interactive marketing. The findings reveal that targeting campaign delivery based on real-time user behavior increases advertisers' ROI by reaching the audience segments most likely to respond to an ad message.

In the June 2004 Optigence study, Advertising.com employed its LeadBack behavioral segmentation technology to show that targeting consumers based on their real-time online behavior has a greater impact on campaign performance than reaching users based on pre-determined profiles. The LeadBack technology anonymously identifies user behavior on an advertiser's website and uses that information to serve customized ads to these users as they visit other sites across Advertising.com's network, which was identified by comScore Media Metrix as the largest in the U.S. in June 2004. Advertising.com expects to apply the LeadBack technology across its European network later this year.

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