How does the intenders network integrate behavioral data with vertical content targeting?
Cooperstein: The Burst Auto Intenders Network also offers content targeting on quality Web sites in addition to broad behavioral targeting. So once you know someone shops for autos, you can then start slicing those users into those who visit premium auto specific content sites that provide auto consumers information on the makes and models they are most interested in. These can be auto enthusiasts sites for fanatics of cars in general, and on specific makes and models or sites that include mid- and long-tail Web sites for audiences that are seeking general automotive, auto travel, car care and maintenance information. Beyond that and most importantly, you can extend the campaign to advertise on lifestyle sites according to segments such as moms, greens, affluents, or ‘macho’ drivers. An example would be, say Ford was doing a promotion for the launch of Focus. They know that they want to identify people who are in-market for autos but they also want to target a more specific slice of th
