Digital marketing firm, Q Interactive, has announced the launch of a display advertising network that offers predictive behavioral targeting. The service is powered by Q Interactive's proprietary targeting technology, the TrueConversion Engine, and uses a combination of offline data and online self-reported geo-demographic, behavioral and transaction-based data to predict which consumers are most likely to respond to an ad.
"Most behavioral targeting in the marketplace is really just contextual re-targeting -- delivering a female-oriented ad to consumers who have visited a women's lifestyle site, for instance," said Matt Wise, president and chief executive officer of Q Interactive. "This approach is not much more advanced than an ad exec in the 1950s placing a detergent or diapers ad in Family Circle. What differentiates Q Interactive's behavioral targeting is that it's proactive rather than reactive; we use a wealth of online and offline data to proactively predict the consumers most likely to respond to a given ad."
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