The product, dubbed Net Perceptions for Ad Targeting, looks at site visitors’ past click behavior, the time of day, the page, frequency of visits, and search keywords. It then determines which ad in the inventory should be served, based on the visitor’s propensity to click.
“By optimizing the realtime delivery of multiple creatives for an advertiser, through anonymously targeting appropriate content areas and user interests, we are empowering them to increase their own click-through rates,” says Alan Phillips, ZDNet vice president of Internet operations and technology.
“Initial testing of Net Perceptions for Ad Targeting showed that advertisers’ click-through results increased between 20 and 100 percent within the first week of testing.”
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