• November 6, 2008

New York-based Ringleader Digital is expected to unveil a technology it calls Media Stamp today. Designed similar to a cookie, the behavioral targeting tag is aimed at mobile sites.

Publishers go2 Media, Local Solutions Network (LSN), Thumbplay, and ESPN will participate in the test of the technology, which integrates with Microsoft's Atlas and DoubleClick's DART for Publishers Dashboard to provide real-time campaign visibility and monitoring.

The modified ad tag sits on the server rather than the browser of the mobile phone to identify the owner's browsing habits and more than 90 characteristics on the device such as carrier, browser ID, bookmarks and network tracers. Brands can use the data to target mobile ads to the handset owner. Media buyers gain the results they want before agreeing to expand mobile campaigns.

As the tag tracks mobile browsing, search and other behaviors, and history compiled, Media Stamp will allow brands to re-target ads already delivered to consumers' phones. For example, if viewing an ad three times doesn't get the consumer to take that first click, the technology will choose another ad to serve in its place next time. Bob Walczak, Ringleader CEO, said he is considering licensing the technology to other companies in hopes it will become an industry standard.--Laurie Sullivan