• by Phil Leggiere , October 26, 2006

As online clutter intensifies, most Web publishers and advertisers agree that it matters not only what sites ads run on, but also where on those sites they are targeted. But most customer profiling is still based on run-of-site data. In pursuit of maximum granularity, ad technology and design firm Questus launched an upgrade of Audience Profiler.

Audience Profiler intercepts visitors at a Web site, sending them through a detailed survey that captures critical data for media buyers, including product purchase intent, brand consideration, and purchase influence. In addition, the tool tracks data back to specific areas of sites, which provides sites with the unique ability to sell ad space in targeted areas.

Audience Profiler 2.0 integrates survey data with a proprietary database and indexing, allowing sites to compare the detailed data they capture against national norms. The service includes modules for key advertiser categories, from automobiles to personal finance, and from golf to apparel.