Posted November 8, 2006 11:36 am by with 1 comment

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Ad network AdBrite has announced the addition of behavioral targeting to its ads.

As ClickZ reports AdBrite will be…

…using cookie-based behavioral data to fine tune targeting on demographics rather than on purchase likelihood…the company will do this by assigning individual Web users a probable age and gender based on their recent Web activity within its network. That data is supplemented with race and income information it gets by marrying U.S. census information to IP-based geographical information. Additional site-based user data comes from comScore.

  • Wow. I never knew that AdBrite did that. As long as they aren’t using this data for evil purposes, I’m for it. It would be nice, though, if they also used cookies to credit publishers in the event that a user sees an interstitial on their site, but instead of clicking the through to go to the site, they just type the url in their address bar. I don’t know if they do this now, but if they don’t, they should implement it. They would probably get more publishers using interstitials.