By: E&P Staff Cox Newspapers is the latest newspaper group to sign on with TACODA Systems, which provides behavioral targeting and audience measurement technologies for newspapers' Web sites.
Cox will use TACODA's Audience Measurement System (AMS) for its COXnet online division. Some of the best-known sites in that group are ajc.com, Stateman.com, daytondailynews.com, and PalmBeachPost.com, which are, respectively, the Web sites of The Atlanta Journal-Constitution, the Austin American-Statesman, the Dayton Daily News in Ohio, and The Palm Beach Post in Florida.
AMS helps Web publishers create comprehensive profiles of visitors, who can then be grouped into audience segments of interest to particular advertisers. A combination of demographic data and information on user behavior can help produce constantly refreshed market segments that marketers can efficiently target. Profiles can be regrouped to need the needs of different marketers.
"TACODA's AMS brings us far more than audience profiling and behavioral targeting," COXnet General Manager John Reetz said in a statement. "It brings COXnet true audience management that, for example, takes into account how to balance ad exposure between heavy users of our sits and light users, and track available inventory."
Based in Atlanta, Cox Newspapers produces 17 dailies and 25 non-dailies. COXnet supports all Cox papers' Web sites in producing shared Web content.
More than 1,000 TACODA-enabled Web sites reach more than 75 percent of the U.S. Internet audience each month. Eight of the top 20 U.S. newspaper companies are TACODA clients.
Comments
No comments on this item Please log in to comment by clicking here