"AOL is a perfect match for Tacoda
," Curt Viebranz, CEO of Tacoda
, said in a statement.
specializes in targeting the quality of ads.
Rapt said its technology is enabling accuracy in the planning, pricing and provisioning of TACODA
's inventory, audience and advertising assets and serving as the foundation of the company's yield strategy and sales operations.
purchased Right Media, Microsoft bought AdECN, and AOL acquired Tacoda
. At press time, all of these deals were expected to close by the end of the summer.
(Belo uses the popular third-party behavioral advertising network Tacoda
I have been covering this approach to online advertising since core providers like Revenue Science and Tacoda
emerged several years ago.
"I would say there's no less than 150 companies that have done the exact thing previously and certainly before the year 2000," says Dave Morgan, president and chief executive of Tacoda
Systems of New York, an on-line marketing management services provider.
The behavioral targeting engines like Revenue Science and Tacoda
are hot because advertisers now have experience and test cases that prove the effectiveness of pushing relevant ads to people who have shown a prior interest.
Systems of New York was expected to announce today a new turnkey audience registration system that can be easily installed at large papers or chains.
"Media companies are starting to deliver advertisements based on a person's econtent usage," says Dave Morgan, CEO of Tacoda
, Inc., an online advertising company.
Integrating all of these different silos of information is the goal of quite a few newspapers, as evidenced by the growing client list of Tacoda
Systems Inc., a third-party database-and-marketing-management provider based in New York.
Behavioral Targeting: JupiterResearch says 16% of online advertisers used behavioral targeting from companies like Revenue Science and Tacoda
in 2004, up from 10% last year.