Morris to Use TACODA

  • July 22, 2003
Morris Communications Company LLC, a media company with diversified holdings in newspapers, magazines, outdoor advertising, radio broadcasting, book publishing and online services, today announced it is in the process of installing TACODA Systems' Audience Management System (AMS). AMS is a strategic data integration platform that helps online publishers grow their advertising and transactional revenues by profiling and targeting the most valuable segments of their audiences. Privately held Morris Communications becomes the 10th major media company to deploy AMS. Others include Media General, The McClatchy Company, Hollinger International, USATODAY.com, Belo Interactive Inc., Tribune Interactive, The Weather Channel's weather.com, CondeNet and Advance Internet. AMS will initially be installed on 33 Morris digital properties including: The Augusta (Ga.) Chronicle; The Florida Times-Union (Jacksonville); and the Savannah (Ga.) Morning News. With Tacoda Systems' Audience Management System, publishers can successfully harvest all data across their entire enterprise and merge/purge it so that information on separate users can be collected into individual profiles. These audience profiles each contain demographic data, such as zip, age and gender, and audience site behavior, such as frequency of visits or the propensity to click on ad banners. Publishers can then group together users with similar demographic and/or behavioral characteristics into audience segments.
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