QuadrantOne, an online ad platform created by a consortium of newspaper publishers, including Gannett, Hearst, the New York Times Co. and Tribune, is introducing three new ad management tools intended to improve targeting and measurement of online advertising on news sites.
The new capabilities include expanded behavioral targeting, courtesy of a partnership with Acxiom’s
Distribution Solutions Group.
The first new service, Prime, allows marketers to combine customer data and sales data for more precise segmentation, modeling and measurement of online ads across more than 350 news and information sites.
The second new service, Trio, enables marketers to use geographic audience segmentation data to target specific geographically defined
segments. The third new service, Montage, helps marketers reach target audiences with video ads delivered across multiple engagement points. Formats include traditional in-banner video, as well as
sliding billboards, pre-roll, mobile video, and tablet video.
Acxiom’s national database includes a variety of consumer data for over 144 million households and 211 million individuals, all of it “properly sourced and permissioned,” according to Acxiom Managing Account Director Michael Schwalbert.
However, QuadrantOne CEO Mario Diez emphasized:
“The data that our own customers have is really the most important part.” Diez said this detailed knowledge about online behaviors is a key asset for news and information sites as they
seek to monetize online audiences going forward, especially for “the local publishing industry, where advertisers really love the audiences but didn’t have the right tools.”
The newspaper business in general could use a shot in the arm -- and that includes its online advertising efforts.
According to the Newspaper Association of America, total online revenues for the newspaper industry increased just 1% in the first quarter of 2012, to $816 million. That compares to a 15% growth rate for online advertising overall, according to the Interactive Advertising Bureau.