Tacoda To Form AudienceMatch

By jbat - April 27, 2004

News broke today that Tacoda (previous post here) is creating a behavioral marketing network called AudienceMatch which will compete with other major ad networks like Google’s AdWords or Overture’s ContentMatch. Congrats to them, and to Fred, who invested in them.

http://worcester.typepad.com/pc4media Peter Caputa

aquantive announced a similar initiative yesterday.

it is interesting how both of these companies are combining contextual placement/content match with their other matching techniques that rely more on user profiles.

aquantive:
“The profiles will include past surfing behavior, demographics and geographic information.”

Tacoda:
“developing a pay-for-performance network of content sites that will run text ads and leverage its audience-profiling technology”

This puts a lot of credence in the amazon (a9/alexa) strategy.

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