AdBrite announced it will use its large online advertising marketplace (70,000 active websites) to unveil a new behavioral targeting product, currently available as invite-only to a select group of advertisers.
The new service allows advertisers to display ads to users based on their interests and habits, and however freakish this may seem to some users, we all know that it works well in practice. There are 14 major interest categories which are subdivided to over 3000 subcategories; these include Automotive, Business & Finance, Careers, Consumer Electronics, Dating & Singles, Health, Music, and Travel.
Prices for the behaviorally targeted ad inventory are determined through a real-time auction, and advertisers are able to view detailed reports on the performance of each subcategory, thus enabling them to precisely adjust bids and placements of their ads.
There is some serious competition in this field; one company that comes to mind is eXelate, which was funded with $4 million in 2007; also, pretty much every big player has its own behavioral ad network in stock already. AdBrite hopes to leverage its large inventory to draw advertisers; as Ignacio Fanlo, AdBrite CEO puts it, “AdBrite’s mix of high-reach publisher brands and engaging specialty content sites is an unbeatable combination for advertisers and publishers alike.”