(1888PressRelease)
October 25, 2008 - Yesterday http://www.akamai.com/html/solutions/index.html, providers of Web Application Acceleration and Performance Management, Streaming Media Services, and Content Delivery services, announced that it is brancing out into advertising. Based in Boston, the company announced its 95 million US Dollar acquisition of Acerno, a targeted advertising company, through which it plans to create a new advertising solutions platform.
http://advertising.phorm.com/behavioural_targeting.php (BT) is the hot topic among advertisers currently, with pay per click at the top of the revenue market at the close of the third quarter and expected to remain there, especially due to tightening advertising budgets in the forseeable future. BT is projected to save companies money because it is able to pinpoint audience demographics by matching online search behaviour against pre-defined categories for everyday products. This is achieved by looking at domains, search queries and keywords on the pages visited. The data that is used to make the match is deleted by the time the page loads, so no personal information is stored.
Akamai is well positioned to enter the ad targeting business, as the company has a good network of publishers, ad networks and advertisers behind them to help deliver content more quickly. The Advertising Decision Platform is a new division of the company that will apply BT layers to ad campaigns, aided by Acerno’s history of tracking consumer behaviour online. BT is predicted to increase in efficiency in the forthcoming years, as it researches the top layer of consumers, or those “ready to buy”, predicts what searchers will be looking for, and is able to serve them ads accordingly.
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