Technology network ZDNet Tuesday chose Net Perceptions‘
solution to help it more effectively target advertisements.
The product, dubbed Net Perceptions for Ad Targeting, looks at site
visitors’ past click behavior, the time of day, the page, frequency of
visits, and search keywords. It then determines which ad in the inventory
should be served, based on the visitor’s propensity to click.
“By optimizing the realtime delivery of multiple creatives for an
advertiser, through anonymously targeting appropriate content areas and
user interests, we are empowering them to increase their own click-through
rates,” says Alan Phillips, ZDNet vice president of Internet operations and
technology.
“Initial testing of Net Perceptions for Ad Targeting showed that
advertisers’ click-through results increased between 20 and 100 percent
within the first week of testing.”
Net Perceptions for Ad Targeting customers include Hollywood.com, Internet Broadcast Systems, and the Twin Cities Star Tribune. The system
is based on technology from Neural.