Tuesday, February 24, 2009

Turn Inc. Online Advertising Competition

Online advertising competition provider adds IP intelligence to improve contextual, audience and behavioral targeting.

Turn Inc, a developer of Smart Market for online advertising, today annnounced that it will integrate Digital Element’s NetAcuity IP Intelligence technology into its solution.

The company states that the provider of IP Intelligence solutions, provides patented technology which allows businesses to perfect audience segmentation capabilities and targeting based on a comprehensive set of parameters that include geographic location, connection speed, Internet service provider, language, domain name, and demographics. Turn’s Smart Market platform optimizes online advertising activity — from click to action.

It described that it optimizes performance using a machine learning platform that automatically blends contextual, audience, behavioral, and additional custom targeting methods in real time to achieve advertisers’ performance goals using their choice of CPM, CPC and CPA pricing. Company also avers that it is utilizing Digital Element’s geographic, bandwidth and other IP-based data points to enhance the performance of its advanced machine-learning, automatic targeting system.

“Advanced online advertising technologies, such as Turn’s, are only as effective as the quality of the data fed into them,” said Jim Barnett, CEO of Turn. “We evaluated Digital Element against other top competitors in the marketplace and selected the company’s NetAcuity IP Intelligence technology because it delivered the most accurate and deepest data elements among the group. Additionally, the fact that NetAcuity is used by most third-party ad servers also played heavily in our decision because when multiple platforms are using the same targeting data it reduces the likelihood of counting discrepancies for our clients.”

“Turn’s Smart Market platform represents the next logical evolution in online advertising, whereby advanced technology automatically optimizes the click-to-action to deliver measurable business value to customers,” said Rob Friedman, executive vice president, Digital Element. “By incorporating NetAcuity’s IP Intelligence data, Turn can improve the performance for both advertisers and publishers by better matching ads to Web pages and users than is possible with traditional, manual targeting alone.”


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