Collective Media Acquires Personifi to Strengthen Leadership and Development of Ad Targeting Services

New York – June 3, 2008 – Collective Media, a leading online advertising network and technology provider, today announced that the company has acquired Personifi, which provides advanced audience targeting solutions to Web publishers, ad networks and mobile providers. The acquisition strengthens Collective’s current integration with Personifi’s sophisticated ad targeting and content classification capabilities, and will further solidify the continued development of the Personifi product suite. Personifi will continue to operate as a separate business unit under Collective Media.

Collective Media has been working with Personifi since October 2007 and acquired the company because of its unique and highly effective approach to content classification and audience targeting. Today, more that 50% of the campaigns run by Collective include the Personifi targeting solutions which use mathematical algorithms to intelligently evaluate all of the content on a Web page to create more accurate contextual and behavioral segments. Collective Media leverages this rich content data to offer its clients advertising options across 26 standard audience segments and thousands more custom categories.

As the demand for audience targeting services continues to rise dramatically – eMarketer reports that spending on behavioral targeting will reach $3.8 Billion by 2011 – Personifi’s audience detection and targeting technology has established itself as one of the most advanced and accurate solutions in the industry by mathematically and semantically analyzing all of the content on a Web page, not just keywords. Personifi’s approach yields only the most relevant and actionable targeting data for advertisers, ensuring pinpoint accuracy for every campaign.

“The acquisition of Personifi gives Collective a unified audience targeting solution for both contextual and behavioral targeting,” said Joe Apprendi, CEO of Collective Media. “While other ad networks specialize in one form of targeting, we now have best-of-breed capabilities to offer the most comprehensive solution on the market.”

Personifi is the integrated audience targeting solution within AMP™, Collective’s ad network management platform for vertical ad networks. Publishers and advertisers can benefit from Personifi’s targeting capabilities from one single platform across all their Collective Media ad initiatives. Whether within their own branded, vertical networks or in the Collective Media network of publishers, AMP™ gives Collective customers simple and easy access to the industry’s most advanced targeting technology.

“Targeting has emerged as one of the most important factors in the effectiveness of an ad campaign,” said Frost Prioleau, CEO of Personifi. “Together, Collective Media and Personifi are committed to staying at the forefront of targeting services and offering the most innovative and accurate solutions in the industry.”

About Collective Media

Collective Media is a leading online advertising network and technology company. The Collective Network links high quality, brand-name publishers with Fortune 1000 advertisers. Collective Media’s AMP™ offers high end publishers an ad network management platform to create their own branded, vertical ad networks. Collective’s innovative approach enables both brand and direct advertisers to achieve superior results through sophisticated audience targeting technology, including contextual, behavioral, geographic and re-targeting. Founded in 2005, Collective Media is headquartered in New York City with offices in Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco. Visit Collective Media at

About Personifi

Personifi provides powerful page classification and ad targeting solutions that allow ad networks and web publishers to deliver more relevant ads to their users. Leveraging a unique mathematical approach, Personifi’s solutions deliver an unparalleled combination of precision and scalability. Applications for Personifi’s solutions include content classification, contextual targeting, behavioral targeting, and ad optimization. Personifi is privately funded and headquartered in Fort Worth, TX.