MediaNews Group Interactive Intros Behavioral Targeting

The online arm of newspaper publisher MediaNews Group (MNG) will offer behavioral targeting on its 74 local and regional Web sites. The company has signed to use Tacoda Systems’ technology to power the offering.

“Tacoda provides us with the ability to reach targeted audiences for significant incremental revenue opportunities across our network of sites,” said Eric Grilly, president of MediaNews Group Interactive (MNGi), in a statement. “We are looking forward to utilizing Tacoda’s AMS to complement our overall targeting strategies as we work to continue to diversify our revenue streams over the next 12 to 24 months.”

Denver-based MNG is the nation’s seventh largest newspaper publishing group, whose interactive holdings include the Web sites for the Denver Post, the Los Angeles Daily News, the Connecticut Post, and the Oakland Tribune. The company also operates the online presences for another 50 daily newspapers, several regional portals, and a number of classified verticals. Together its network generates more than 80 million page views per month.

MNGi will also implement a registration system to get even more data with which to target ads. As it collects more information from users, it will tie non-personally-identifiable information with the behavioral data.

Tacoda CEO Dave Morgan estimates that implementing Tacoda’s behavioral targeting features will take approximately four to six weeks. The companies will begin by focusing on simple online behaviors. Leveraging the value of MNGi’s online classifieds, Tacoda will start by helping MNGi define such user segments as auto buyers, home buyers, and job seekers, he added.

As MNGi advertisers’ demands grows more sophisticated, Tacoda will also offer targeting on a more granular level of segmentation for such advertisers as regional department stores, telecom companies, and banks, Morgan said.

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