• ClickZ, Monday, May 8, 2006 10:30 AM

Through a new partnership with rich media firm Tremor, TACODA, a behavioral targeting network operator, is expanding into behaviorally targeted in-stream video. TACODA's targeting capabilites will be integrated with Tremor's video ad insertion technology to create a product clients of both networks will be able to buy. The networks offer pre-, mid-, and post-roll video ads targeted using TACODA's audience data and served by Tremor's rich media platform. Dave Morgan, TACODA's CEO, said he expected the move to help the company expand its brand advertising value for advertisers. He said brands sometimes struggle to prove value with brand campaigns, but that with targeted video it's "self-evident" because consumers usually aren't distracted when using their PC. Tremor already offers advertisers contextual targeting by Web site on its expandable rich media ads, and plans to add that capability to its video in-streams later this year. Tremor's network includes 300 publishers with a combined value of 60 million unique users per month. TACODA's network comprises 3,000-plus Web sites reaching 140 million users per month.

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