Avenue A, Inc., a digital marketing services and technology company, was awarded first place honors at the 2001 Revolution Awards ceremony in New York, winning the "Best Online Media Planning and
Placement" category for its work with Drugstore.com. For the Drugstore.com campaign, Avenue A used its Web Affinity Analysis, a behavior-based planning tool, to identify customers with a high
probability of visiting Drugstore.com. In this case, customers identified were those with the propensity to visit and purchase at Drugstore.com. The analysis blended web site traffic data with
anonymous Internet-wide surfing behavior to learn where Drugstore.com's most active customers spend time on the Internet, and to find the sites that would drive the most conversions.
