First-of-its-Kind Service Powered by Integral Ad Science and AppNexus and Based on TechTarget First-Party Data and Buyer Activity
NEWTON, Mass. – Leading technology media company TechTarget, Inc. (NASDAQ: TTGT) today announced the launch of Certified Safe™, a new brand trust solution for all data-driven banner advertising campaigns running across the company’s networks.
[blockquote cite=”Andrew Briney, Senior Vice President, Brand and Custom Media” type=”left”]While other ad networks and providers refuse to reveal the source of their data, Certified Safe provides independent validation that TechTarget is delivering not just industry-leading performance, but performance from the right audience in the right mindset at the right time.[/blockquote]
Powered by online ad tech provider AppNexus and ad verification service Integral Ad Science (IAS), Certified Safe addresses the increasing risk of non-human or “bot” activity across many advertising networks. Bot activity is often related to the use of diluted third-party activity data as the basis of audience targeting and may lead to a false sense of ad clicks and program performance.
Certified Safe is the latest enhancement to TechTarget’s portfolio of data-driven media solutions powered by IT Deal Alert Deal Data™, a proprietary warehouse of more than 1 billion first-party IT purchase intent activities from the company’s 120+ owned and operated websites.
Unlike competitor offerings that rely on un-sourced third-party data, TechTarget’s Deal Data is 100% based on the direct research activity of more than 150 million annual IT buyers within 5,000 granular IT topics. Because TechTarget doesn’t resell this data to any outside providers, banner campaigns powered by Deal Data yield 300-400% better performance and higher conversion rates than competitor solutions.
“Over the years we’ve built a world-class advertising network based on audience quality and tight alignment between independent content and advertiser brands,” said Andrew Briney, Senior Vice President, Brand and Custom Media. “While other ad networks and providers refuse to reveal the source of their data, Certified Safe provides independent validation that TechTarget is delivering not just industry-leading performance, but performance from the right audience in the right mindset at the right time.”
The TechTarget Certified Safe Pledge
Certified Safe is offered to all TechTarget customers using the company’s data-driven banner targeting solutions. These solutions leverage TechTarget first-party data on both individual IT buyers and account-level activity to build highly targeted audience pools across the company’s Core and Spoke network of IT and B2B sites. For each campaign, TechTarget offers a 5-point Certified Safe Pledge to:
- Deliver 100% of impressions to active TechTarget users and accounts
- Serve impressions exclusively on approved IT and B2B websites
- Monitor all campaigns daily to identify and remove fraudulent or suspicious activity
- Optimize placements for performance and guarantee 100% delivery on brand-safe sites
- Provide a campaign wrap-up report ensuring end-to-end visibility and transparency
Certified Safe is automatically added for all data-targeted banner campaigns worldwide and features advanced identification and analysis, blocking and filtering and program optimization services, as well as an IAS-sourced Certified Safe Report at the end of each campaign.
TechTarget (NASDAQ: TTGT) is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Our extensive global network of online and social media, powered by TechTarget’s Activity Intelligence™ platform, allows technology sales and marketing teams to leverage real-time purchase intent data to more intelligently engage technology buyers and prioritize follow-up based on active projects, technical priorities and business needs. With more than 120 highly targeted technology-specific websites and a wide selection of custom advertising, branding, lead generation and sales enablement solutions, TechTarget delivers unparalleled reach and innovative opportunities to drive technology sales and marketing success around the world.
TechTarget has offices in Atlanta, Beijing, Boston, London, Munich, Paris, San Francisco, Singapore and Sydney.