Scripps Networks said it will use Tacoda Systems' Audience Management System to identify advertiser-friendly segments for its 2004 Home & Garden Television Dream Home Giveaway. The six-week contest
received more than 36 million entries on HGTV.com. The site collected behavioral data about contest entrants to help process them into more than 200 targetable audience segments attractive to future
advertisers. Using Tacoda technology, online entrants were anonymously tracked to determine their interests as revealed by their online navigation of the HGTV site. Demographic data will be cross-
matched with behavioral data to create segments advertisers can target. In addition to creating targetable audience segments, Tacoda enabled HGTV to learn the geographic location of entrants, their
age ranges, frequency of visits (loyalty), and page views.
