ADTECH expands into bahavioural targeting

The new feature, called 'ADTECH Universe’, is now incorporated into the existing Helios IQ ad server

The new behavioural targeting features will enable clients to hook into all of ADTECH’s participating networks and gather detailed user behaviour information through cookies.

For example, someone looking online for holidays would then be served ads relating to travel. If they had shown an interest in a particular destination, the material would be relevant to that location. 

When visiting Web Sites from the ADTECH network, each user/browser builds up a profile of interest.  Profiles are then updated via a score distribution system when visiting the categorised Web Sites/pages. 

The user’s profiles of interest are collected within different time periods (e.g. short term or long term field of interest) and when distributing scores (visit of a Web Site, click or transaction) all time periods are updated. 

For each impression, click and transaction, a defined amount of scores is allocated and scores outside the valid area of a time period are deleted.

Dirk Freytag, CEO of ADTECH, said: “Previously other behavioural targeting systems have been based on information collected on single or small groups of Web Sites, ours however, is based on all participating networks.  With more than 30bn ad impressions per month, we are in an excellent position to provide clients with the audiences they need.“

Freytag continued: “We are very observant of industry regulations around behaviour targeting and of course, we are not operating a Big Brother-style tracking operation.  Consumers are free to disable their computer’s cookies, so their surfing activity cannot be traced.  They also have an increasing choice as to whether or not to be involved due to new opt-out measures being introduced in the industry.  A key point to remember however, is that behavioural targeting gives the user a better online experience because it results in the provision of information that is relevant to them.”