Dave founded Tacoda, a behavioral ad network, six years ago now, and recently inked a deal to add Comscore demographic information to Tacoda's network. Tacoda is an FM partner, so read with that caveat, but I found our email back and forth interesting, and hope you do too. Like…
Dave founded
Tacoda, a behavioral ad network, six years ago now, and
recently inked a deal to add Comscore demographic information to Tacoda’s network. Tacoda is an FM partner, so read with that caveat, but I found our email back and forth interesting, and hope you do too.
Like Tacoda recently did, Google incorporated Comscore some time ago. Why is yours better?
Because TACODA is capturing and can target ads against anonymous browsing behaviors from more than 15 Billion page views per day on 4500 of the top news, entertainment and information sites on the web, from NYTimes.com to MSNBC.com to Orbitz WSJ.com to FM Publishing. This gives TACODA the broadest, deepest and most diverse database of user content browsing anywhere – more than Google or Yahoo! – though they certainly have a lot more search data.
By matching this browsing data to anonymous ComScore data, we now know not only what content they surf, but marketer sites they are visiting online and what e-commerce categories they are buying online. Since we can associate this with time, we can see users much higher up the purchase funnel than search marketing. We can see the users when they are still in the brand consideration phase. By the time that users get to Google, like yellow pages offline, they generally already know what they are going to buy, it’s just a matter of price and vendor.
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