Netmining is a website optimization company that began in Europe. It was acquired by Innovation Interactive, parent company of 360i and SearchIgnite, which is now launching Netmining's optimization suite in the U.S.
But that's not all, they're taking the technology and applying it towards a new behavioral ad network.
On a recent call, Innovation Interactive CEO Will Margiloff explained to me that the ad network works by analyzing all traffic that comes to a website. It gives each visitor a "score" based on the pages viewed and how long they viewed them.
Then, it takes that score to serve up ads relating to the product they showed the most interest in, when that visitor is browsing other sites displaying the behavioral ads.
"While most marketers optimize the advertising driving traffic to their site, very few fully optimize the customer experience after a visitor lands on their site," said Will Margiloff, CEO of Innovation Interactive. "Netmining enables our clients to capitalize on their marketing efforts by helping them continually engage with customers on a more informed level and convert more of the traffic that comes to their site into leads and sales."
Advertisers that participated in the beta version of the ad network are already seeing results.
"The Netmining Evolution ad platform is driving hotel bookings over 110% more efficiently compared with other ad networks," said Marina MacDonald, Senior Vice President, of Red Roof Inn. "They continually deliver high-performing display campaigns that help us increase revenue and conversions from our website visitors."
What do you think of Netmining's new ad network? Share your first impressions in the comments below.