ValueClick, Jumpstart Forge Behavioral Targeting Deal

In an unusual behavioral targeting deal between two separate networks, ad network ValueClick Media has agreed to start serving car ads to consumers who have previously visited pages within Jumpstart Automotive Media's network of car-related sites.

The initiative will give car advertisers a way to reach visitors to Jumpstart's network--including Vehix, JD Power Autos, NADA Guides, and Consumer Guide Automotive--when they go to unrelated pages within ValueClick's network.

Dillon McDonald, Jumpstart's chief strategy officer, said the deal was partially sparked by a shortage inventory on the network's existing car sites. With the dearth of contextual opportunities--or the ability to serve car ads to visitors at car sites--Jumpstart aims to offer car manufacturers access to visitors deemed to be in the market for cars, but not actually at an automotive site.

About 10 car marketers have signed up so far, said McDonald. The deal quietly launched about six weeks ago, he said.

ValueClick has previously offered behavioral targeting, but the efforts have been centered on serving visitors who have gone to the Web site of a retailer, like, with Best Buy ads when those visitors are on other sites within ValueClick's network, said David A. Yovanno, ValueClick's general manager. This deal with Jumpstart marks the first time that ValueClick will use information that has originated outside its network to target consumers.



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