Will Scully-Power

Dotomi Rolls Out Multivariate Testing for Display Ads
July 30, 2009, 7:53 am
Filed under: A/B Testing, Behavioural Targeting, Testing | Tags: , ,

Banner Ad

Web ads are getting smarter and smarter. Dotomi, a Chicago interactive agency, announced a new multivariate testing methodology yesterday for banner ads. It follows Web users around to determine which ads ultimately work best — not to make users click, but to persuade them to buy.

Dotomi COO Ken Treske says clients saw anywhere from 5 to 15 percent improvement in customer conversions, on average, by incorporating the methodology into their campaigns, and some saw bumps as high as 47 percent.

More: http://www.clickz.com/3634546


Quantcast’s model – give away audience data


In a test of the viability of small online-ad companies, Quantcast has launched a new online ad-targeting service that is being closely watched by advertisers and investors.

Quantcast, a high-profile San Francisco start-up, is one of dozens of young companies helping broker targeted display ads — which typically contain both text and images, and are aimed at audiences selected for such characteristics as age, income or even probable personality traits.

Some of these start-ups sell targeted ads directly on behalf of media companies and other Web publishers. Others — like Quantcast — provide data to help companies, such as General Electric‘s NBC Universal and Time-Warner‘s Time Inc., sell targeted ads on their own.

Investors have poured millions of dollars into the fledgling businesses, hoping to discover the next Google or Yahoo that could change the way ads are sold online.

More: http://online.wsj.com/article/SB124684239585598449.html?mod=dist_smartbrief

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