Collective Adds Engagement Metrics to AMP

Aiming to expand reporting beyond the click, Collective Media has added the ability for customers of its AMP display ad platform to track interaction and exposure in addition to standard performance metrics. That means ad networks powered by the AMP system can now provide more detailed data on how users interacted with ads, mouse-over activity, how long ads were viewed and whether they were actually viewable in the browser. While these more in-depth measurements have long been available for rich media ads, Collective says it’s now bringing them to more common Flash-based ads as well. “These metrics apply to all ad impressions, not just rich media,” said Joe Apprendi, CEO of Collective, whose AMP platform allows advertisers, publishers and agencies to target specific audiences and manage existing ad networks.

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TARGUSinfo Breaks New Ground To Boost Lead Intelligence

In an October 2009 Forrester Research report titled The Intelligent Approach to Customer Intelligence, Andreas Weigend, Amazon.com’s former chief scientist, said “In 2009, more data will be generated by individuals than in the entire history of mankind through 2008.” That’s why today, TARGUSinfo, the trusted leader in On-Demand Insight® about prospects and customers, announced that it has deepened its investment in innovation, offices and personnel to further help businesses capitalize on the massive amount of data available. “We closed 2009 with great success by helping our customers achieve improved audience targeting, better customer experiences, higher conversion rates and increased customer lifetime values,” said George Moore, CEO and chairman, TARGUSinfo. “However, with the explosion of data continuing at a breakneck pace, our customers continue to choose TARGUSinfo because of our core ability to link predictive attributes to consumers and businesses in real time. We’ve committed considerable engineering man hours and financial resources to offer our clients even greater innovation through our verification, scoring and online targeting solutions.” Doing What Others Can’t—Taking a Giant Innovation Leap in Lead Scoring & Lead Verification By leveraging its real-time delivery network and robust repository of identities and attributes, TARGUSinfo delivers unparalleled intelligence at the moment of live interaction with prospects and customers.

Read More: Yahoo!

Tremor Moves in Real-Time

Video ad network Tremor Media on Thursday is expected to announce key improvements to its targeting products, including the use of real-time audience data. “Our Acudeo technology is the differentiator which gives us two key benefits — the ability to call multiple data providers simultaneously and the ability to get real-time updates,” said Jason Glickman, CEO of Tremor Media. “Calling multiple data providers simultaneously increases the chances of finding up-to-date audience data, which improves user coverage and reach,” added Glickman. “Getting real-time updates from data sources ensures that we access the most current information, which improves targeting precision.”

Read More: MediaPost