News Brief
Dapper Launches ImpressionDNA
May 27, 2009, 8:43 PM
Dapper unveiled ImpressionDNA on Thursday. The application scans pages viewed by consumers, extracting keywords, user location and behavioral data to serve up specific products in the ads. The app scans impressions to extract unique user intent based on context, behavior, geographic location and performance. It serves ads with offers and information most likely to lead consumers to conversions.
ImpressionDNA pulls the information from the company's Web site in real time. The contextual display ads are served up dynamically, assembled from creative ads and pulled from the company's Web site, product inventory data, or any database. Marketers might want to target particular keywords on a network, but without a separate creative ad for each keyword, you are left with serving up a static ad to a dynamic audience. --Laurie Sullivan
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