Advertisers are finding it easier to find prospective customers via a targeting method that tracks consumers as they move from Web site to Web site, according to a story in the Wall Street Journal.
Companies that track consumers’ travels on the Web are making it easier for advertisers to target prospective customers, according to a story in the Wall Street Journal.
Written by Emily Steel, the story says that companies such as Blue Kai, a startup, collect Internet user data and package it for marketers and Internet companies, making it possible to let a hotel company pitch a consumer who has just purchased an airline ticket to a certain city.
Blue Kai, eXcelate Media and other behavioral marketing firms are striking deals with thousands of Web sites to collect and sell data on their visitors, the story says. The process makes it especially useful when buying through ad exchanges, which permit marketers to bid directly on the ad space available on a large group of Web sites.
WSJ Online subscribers may read the full story here.