ValueClick Media, who’s in the (currently) unenviable position of trying to move display inventory, has released a new banner technology that has the ability to target site visitors by demographics, context and browsing behavior (through its Precision Retargeting product).

Advertisers provide ValueClick with an XML feed with micro-targeting data which is used by ValueClick to serve up customized ads that assemble, presumably, relevant creative, messaging and landing pages for each visitor. The accuracy of the targeting depends on how granular the data is that the advertiser provides, and it obviates the need to create multiple iterations of each creative for various targeted segments. BT comes through ValueClick’s impressive reach–about 83% according to ComScore.

ValueClick seems to have taken a page out of the book of ad creative optimizers like Personiva, Tumri and SnapAds, who have given advertisers the tools to integrate ad creatives and messaging with targeting data to boost response rates.

Tax preparer TaxBrain is one of the first clients using this new product.

This entry was posted on Monday, March 23rd, 2009 at 11:29 am and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.