Komli Media, an ad network company, has announced its plans to offer behavioural targeting capabilities to online advertisers. Advertisers can serve ads to the desired user profiles, interests, or demographics, as behavioural targeting goes beyond contextual and content-category targeting to track users anonymously, claims the ad network.
Amar Goel, CEO, Komli, said, “Behavioural targeting provides a level of user targeting to Indian advertisers. It is an ideal complement to our product portfolio and will allow us to offer our advertisers increased traffic and lead volume. For our publishers, we expect it to lift earnings significantly.”
Goel added, “Marketing online isn’t just about the site anymore; it’s about the person on that site. In a market like India where there is little reliable data available on profiles of site users, behavioural targeting is a powerful tool to bridge the gap between an advertiser’s desired user profile and actually targeting that profile.”
The company is of the opinion that behavioural advertising not only opens up a completely new vista for display advertising, but also offers advertisers the benefit of higher rate of interest on their ad spend. The company is offering this capability on the Komli Premium Network, a bouquet of high profile and high-traffic sites, launched in March 2007.