Press Release Summary:
Designed for small web publishers, Audience Management System - TargetÂ® enables profiling and targeting of audience segments. It provides 10 preconfigured segments of frequently requested audiences, 10 preconfigured reports on segments to track and demonstrate value to advertisers, and real-time targeting with capability to identify and target members of predefined audience segments. It can also integrate Search data into targeting parameters.
Original Press Release:
TACODA Launches 'Audience Management System - Target®' Offering Behavioral Targeting at Lower Cost
ASP-only Version Includes Preconfigured Audience Segments and Ability to Collect User Data on Search
NEW YORK (March 3, 2004) TACODA Systems, a data integration platform that helps online publishers grow their advertising and transactional revenues by profiling and targeting the most valuable segments of their audiences, today announced a new version of its flagship Audience Management System (AMS) that offers basic behavioral targeting at a lower cost than the full version of AMS.
Called Audience Management System - Target, this special hosted (ASP) only version of AMS eliminates installation on client servers providing a lower-cost alternative for smaller web publishers. It comes with ten preconfigured segments of the most requested audiences in the buyer's category; ten preconfigured reports on the segments to track and demonstrate value to advertisers and Real-Time Targeting, TACODA's unique inventory-expanding capability to instantly identify and target members of predefined high-value audience segments. It also has the ability to integrate Search data into the targeting parameters allowing users to capitalize on the fastest-growing part of the online advertising market.
"As larger communications companies like Tribune Interactive, USAToday.com, Belo Interactive, and Weather.com have shown that TACODA-enabled demographic and behavioral targeting leads directly to higher online ad sales revenue, we have experienced a growing demand for a product that is less expensive, easier to use and faster to market," says TACODA CEO Dave Morgan. "AMS-Target is all of these things. With it, any publisher can build targetable segments and sell behaviorally targeted campaigns in a few weeks."
At any time, users of AMS-Target can step up to the full version of AMS that includes the capability of integrating offline data (such as subscription information, research profiles, and census data) with online demographic and behavioral data; and full page- and personal- level analytics.
AMS-Target is the latest in a strategic rollout of products and services designed to help web publishers increase their online revenue. TACODA introduced AMS in 2001 as a robust strategic platform. In June 2003, TACODA Systems launched the TACODA® Audience Registration System (ARS) to enable publishers to securely centralize registration and authentication for audiences across multiple online media properties. In November 2003, TACODA introduced Audience Management System 3.1 with significant new market-leading enhancements such as real time targeting and out of banner/audience-based frequency capping.
In January 2004, TACODA partnered with Quova, Inc., the world's leading provider and developer of Web geography services and technologies, to provide TACODA's B2B customers the option to integrate Quova's SIC (Standard Industrial Classification) data and GeoPoint into AMS 3.1. This enables sites to create targetable audience segments that place site visitors into appropriate SIC categories, further refined by each user's online behavior and geolocation, such as country, region, state, city or zip codes.
"TACODA Systems will continue to evolve and introduce new products and services as the market for online advertising grows," says Mr. Morgan. "We have set the industry standard for behavioral-targeting, audience management and real-time use of audience segmentation data. This is just the beginning."
TACODA Systems is a New York City-based enterprise software company that develops and produces software programs and strategies that enable media companies with significant online channels to increase the value of the audiences they sell to advertisers and e commerce partners. TACODA's comprehensive targeted marketing technology and enhanced ad reporting helps publishers collect data about people who visit their Web sites, analyze that data for behavioral, demographic and other attributes to create advertiser-valued audience segments, and target online and offline ads, email, direct mail, and other content to those segments.
In real time, at huge scale, without jeopardizing data ownership or privacy, TACODA helps publishers sell more ads for more money.
More than 250 TACODA-enabled Web sites reach over 60 percent of the North American Internet audience. TACODA has a score of corporate customers, all Fortune 1000 businesses, and includes eight of the top 20 newspaper companies in the US. Among its clients are: Primedia's About.com; McGraw-Hill's BusinessWeek.com; iVillage, Belo Interactive; Advance Publications, Inc.'s CondeNet and Advance Internet; Hearst Corporation's Albany Times-Union.com and SF Gate.com; Hollinger International; Media General; Morris Communications, Landmark Communications' Pilot Online and The Weather Channel's weather.com; E.W. Scripps Company's Scripps Networks and Scripps Newspapers; Torstar; Tribune Interactive; and Gannett's USAToday.com.
George H. Simpson