The new option is based on Tarrytown, N.Y.-based Mindset Media's Mindset Profile platform, which targets consumers based on 20 different personality traits such as creativity, self-esteem and spontaneity. These Mindset Buys represent the latest addition to 24/7's roster of targeting options, including search retargeting, content and geo-demographic--and can be combined with them to create a uniquely tailored solution across the more than 1,500-site ad network.
According to Jim Meyer, CEO and cofounder of Mindset Media, the combination of psychographic targeting and 24/7's scale represent a "tremendous offer for brands. From our POV, the association gives us reach and credibility alongside a robust reporting platform. We'd simply be fools not to make a partnership like this possible."
The two companies worked on launching the Mindset Buys for roughly eight months and were brought together through the efforts of Dynamic Logic President Nick Nyhan. "We had a long-standing relationship with Dynamic Logic," Meyer said. "And Nick offered a sort-of friendly introduction when he found out what we were trying to do."
Both Meyer and Ari Bluman, 24/7 Real Media's senior vice president of North American sales and operations, said that the CPM-based Mindset Buys were ideal for advertisers in the CPG, automotive, financial services and retail sectors--although "we think that the best verticals are the ones in which psychographics are most important," Meyer said.