ValueClick Media Launches Predictive Behavioral Targeting

Precision BT™ Suite Delivers Increased Behavioral Targeting Performance at Scale

ValueClick Media, a division of ValueClick, Inc. , announced the availability of its Precision BT suite today, combining access to a wealth of anonymous consumer online behavior with an innovative predictive technology to create the most robust and scalable behavioral targeting solution available to marketers.

The Precision BT suite contains two products, including Precision Retargeting, an enhanced version of the user retargeting capabilities offered by ValueClick Media since 2005, and Precision Profiles, which uses a proprietary predictive algorithm to identify a marketer’s best prospects in hundreds of consumer interest segments.

Until now, predictive algorithms have rarely been applied to behavioral targeting, compared to the common cluster and custom business rules approaches popularized by Tacoda and Revenue Science, respectively. Predictive analytics includes only the best consumers in each segment at any given time, based on a marketer’s intended objective and the consumer’s likelihood to take action in the future.

“What makes Precision Profiles unique is our access to a critical mass of anonymous consumer online experiences and the way our technology dynamically categorizes and transforms them into hundreds of interest segments,” said Matthew Boyd, senior vice president, ValueClick Media. “Combined with the ability for our optimization technology to identify the best possible context in which to serve an ad, we have assembled the most scalable, data-driven audience targeting platform for marketers to achieve their brand and direct response objectives.”