A MediaPost article published today by Tanya Irwin announces the possible launch of a new ValueClick Media product, Precision BT. It is expected that the launch will be announced later today at the OMMA Behavioral conference in San Francisco.
According to Tanya, “the suite combines access to anonymous consumer online behavior with a predictive technology to create a scalable behavioral targeting solution available to marketers via two products: Precision Retargeting, an enhanced version of the user retargeting capabilities offered by ValueClick Media since 2005, and Precision Profiles, which uses a proprietary predictive algorithm to identify a marketer’s best prospects in hundreds of consumer interest segments.”
I’ll keep an eye on what’s going on at the OMMA Behavioral conference and publish and update as soon as an official announcement is made.
In the meantime, some food for thought: how exactly does “access to anonymous consumer online behavior” work in this case, and how is the data collected? I can hear already hear “privacy” screams around!