AP to Utilize TACODA's Audience Management System

Posted Tuesday, May 11, 2004 12:00 am

By: E&P Staff The Associated Press has announced it will begin using the ASP version of TACODA Systems' Audience Management System in order to gather more information about Internet users who access content on the 400-plus sites served by AP's hosted news service.

The AP plans to utilize TACODA to aid in behavioral targeting and audience management. The TACODA system tracks and identifies specific audience segments with potential appeal to advertisers.

Hundreds of Web sites currently use news from The Associated Press. More than 500 TACODA-enabled Web sites reach over 70 percent of the North American Internet audience.

One of New York-based Tacoda's chief competitors is Revenue Science of Bellevue, Wash., which works with properties like FT.com and Reuters.com to serve ads based on users' past actions.

The price for campaigns that use behavioral targeting fall between low-end run-of-site and premium page-specific ad efforts, publishers said.

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AP to Utilize TACODA's Audience Management System

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