In an effort to ingratiate clients with more dynamic and targeted creative, behavioral targeting firm AudienceScience on Thursday is expected to announce a partnership with Tumri.
Initially, AudienceScience will use Tumri's Ensemble optimization platform to boost audience targeting. The partners have also developed a display ad platform that offers more targeting options for brands.
"The self-serve platform makes our display ad creation process more streamlined," Jeff Hirsch, CEO of AudienceScience, said of the partnership. Regarding early tests, Hirsch added: "We've been able to improve the quality and speed of dynamic audience targeting."
Per the Tumri deal, new applications include display ad optimization, product level re-targeting and display ad personalization, along with additional analytics.
With the help of Tumri, AudienceScience can offer new creative combinations in real-time. For example, if instant analysis on campaign data shows the blue background, the 'Spring Break' headline, and the 20% percent off discount, messages are more engaging to a specified demographic, Tumri can be set to automatically change background color, headline, discount and call-to-action for each targeted segment.
Tumri's AdPod -- a variation on the interactive display unit -- allows marketers to tailor ad content such as a call-to-action, pricing and background on the fly to different target audiences and boost performance. HP, Lenovo, Sears and British Airways are among the advertisers that have used the AdPod platform.
Formerly known as Revenue Science, AudienceScience has previously predicted that behavioral targeting spend will grow to over $25 billion and surpass search spending by 2020. However, the growing adoption of do-not-track technologies makes those earlier predictions look optimistic.
Last month, Mozilla unveiled do-not-track technology, which essentially asks Web sites not to track consumer behavior for ad-targeting purposes. The move followed a proposal from the U.S. Federal Trade Commission and could preempt government legislation, which will protect consumers from unwanted tracking of their online business.