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.