24/7 Real Media Offers Targeting Tool

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By: Ann M. Mack

(Adweek IQ) 24/7 Real Media has introduced a new behavioral targeting tool that segments audiences based on their actions across an online property.

Called Insight ACT, the tool combines 24/7’s Open AdStream ad-serving capability with its Insight XE analytics offering to let advertisers deliver relevant ads based on a user’s past Web surfing behavior. Lycos is the first publisher to sign up for the product.

Insight ACT also forecasts how many members of a certain behavioral segment will visit an online property or Web site section during a certain time period and reports on the performance of campaigns using behavioral targeting.

Companies such as Bellevue, Wash.-based Revenue Science and Tacoda of New York also offer behavioral targeting services, but 24/7 said that Insight ACT is the first, integrated Web analytics, behavioral segmentation and ad-serving product on the market.

Also today, the New York-based interactive marketing and technology company launched the latest version of its ad management offering, Open AdStream 5.7. Among the upgrades: faster setup and management of keyword search campaigns and improved Oracle database performance. It also lets users choose a Spanish, German, French or English interface.

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