Adsmart Network Rolls Out New Categories Strategy

Ad network Adsmart said it has created a new set of divisions and categories that “precisely match the way advertisers buy media.

The new lineup, based on research and the buying patterns on the network, “makes the process easier for advertisers and the profits greater for Web site publishers,” the company said.

Adsmart’s top branded Web sites will be represented in eight key divisions including Women; Sports; Business/Finance; Technology; Travel; Automotive; Young Adults and its Hispanic division, NetFuerza.

The network will also offer more than 20 additional targeted audience groups that allow advertisers to make even more specific, focused media buys.

These categories include: 12-24 males; adventure sports enthusiasts; affluent consumers; children; college; e-commerce; early adapters; entertainment; health/fitness; home owners/home buyers; investor information; men; music enthusiasts; moms; photo interest;

prospective auto buyers; seasonal events; seniors; small office/home office; teen; and travel interest. This is because advertisers that want to buy space in this category often sell travel themselves and would not want to advertise on competitive Web sites.

All of the sites in the network will be represented in Adsmart’s Media Plus Division, providing a broad, general Internet audience. Advertisers also may continue to make site specific media purchases.

“Our role as one of the largest online ad networks is to make media buying easier,” said John Federman, chairman and CEO of Adsmart.

“We thoroughly researched advertising and media buying patterns and are confident that we have developed a system that will directly and immediately benefit both advertisers and our Web site partners.”

Adsmart, a subsidiary of CMGI Inc., is comprised of more than 300 Web sites claiming two billion monthly impressions.

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