MediaPost – From the Head To The Torso
in Uncategorized by compete1 — January 7, 2008 at 10:17 am | 0 comments
From the Head To The Torso
By Steve Smith
AS TRAFFIC FRAGMENTS AROUND THE Web, finding a large qualified audience to target becomes an everyday challenge for media buyers. The usual suspects in a given segment, whether it is entertainment, auto or fashion, become the natural locus for ad dollars, inventory squeezes and CPM inflation. Behavior Match is an intriguing new planning tool from Compete Inc. that segments users into 150 categories and then tracks their usage and concentrations across thousands of large and small sites. As CMO Stephen DiMarco tells us this week, the approach helps media buyers discover hidden gems in the ever-expanding mediaverse fragmented audiences.
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