By: E&P STaff The New York Times Company will use TACODA's Audience Measurement Service on many of its newspaper Web sites, TACODA announced this week. Times Company Web sites will use the TACODA system to create audience segments, thereby helping advertisers target ads based on user behavior.
The system will be used on NYTimes.com, The Boston Globe's Boston.com, and newspaper sites in the Times Company's Regional Media Group, which includes 16 newspapers. With more than 12 million monthly unique visitors, NYTimes.com is the largest newspaper Web site, according to Nielsen//NetRatings.
"TACODA has a demonstrated ability to deliver audience segments that perform well for advertisers," Jason Krebs, NYTimes.com's vice president, sales and marketing, said in a statement. "NYTimes.com is excited to offer our advertisers the most effective ways of reaching our readers."
This system 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 efficacy has already been validated by a score of media companies running AMS on over 1,000 Web sites," the company's CEO, Dave Morgan, said in a statement. "But it is especially gratifying when some of the Internet's most trusted outlets chose TACODA for behavioral targeting and audience management.
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