MediaPost - From the Head To The Torso

Written by Compete (contact - e-mail) -- January 7th, 2008 | Recommend This

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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Comments

1. Silicon Valley
   January 7th, 2008 at 11:47 am

   We built our own proprietary panels from software people can download and opt into sharing their clicks with us. We also buy data from companies that can resell it to us like ISPs or desktop application developers. We make sure we have permission to look at what people are doing online. We have had a panel of two million folks for about seven years now.

   What is the incentive for people to share their data with them?

   This is confusing, are they using their panel of two million also make inferences about the data that is resold to them from ISPs and desktop application developers.

   Usually ISPs don’t require personal demographic information from their customers.

   The problem with these short interviews is the lack of specificity.

2. Mike
   January 7th, 2008 at 12:17 pm

   @Silicon Valley -

   My guess is that ISPs, etc build selling aggregated anonymous data it into their long contracts that most of us agree to without reading.

   ISPs know where we live, etc from which they could infer demographics.

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