September 19, 2008, 12:00 AM

Q Interactive leverages customer-specific data to serve up relevant ads

When serving display ads online, the network uses data provided by shoppers and responses to e-mails and online ads to find consumers most likely to respond.

Digital marketing services provider Q Interactive has launched a new online display advertising network. The network has spurred high click rates for an online campaign targeting mothers of young children for American Greetings’ Strawberry Shortcake brand, according to Torque FKM, the interactive agency working with American Greetings on the campaign.

The new ad network, powered by Q Interactive’s TrueConversion targeting engine, uses a combination of geographic, demographic and behavioral and transaction-based data, as well as data consumers have provided to the retailers that are Q Interactive`s customers, to predict which consumers will respond to banner and rich media ads. The program differs from other targeted online advertising programs that typically target ads based on past online behavior; for instance, delivering a female-oriented ad to consumers who have visited a women’s lifestyle site, according to Matt Wise, chief executive officer of Q Interactive.

Q’s network uses data consumers have provided to a retailer, for example, information the shopper provided when entering a contest, as well as past responses to marketing e-mails and display ads, to serve up relevant ads to consumers. This makes it more accurate in predicting responses than networks that use inferred data, that might assume a consumer is a man because the web user visited a sports site, the company says.

Q Interactive, owned by Intrepid Investments, functions as an independent subsidiary under Intrepid.

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