Tacoda Systems, a software company that helps online publishers profile and target the most valuable segments of their audiences, yesterday partnered with integrated media agency Underscore Marketing
to help clients maximize the value of its Audience Management System (AMS). AMS helps web publishers improve the effectiveness of advertising, e-commerce and marketing messages by integrating and
aggregating user data to create profiles of site visitors. Profiles can then be grouped together into audience segments so that marketers can target precisely. Tacoda Systems' CEO Dave Morgan said
Underscore Marketing will develop audience-based programs for Tacoda's clients, which include The Weather Channel's weather.com, CondeNet, and USATODAY.com, to "help them achieve an even faster return
on their investment in AMS."