- Mike Shields, Mediaweek

NEW YORK Online ad network and technology vendor 24/7 Real Media has announced a partnership with Mindset Media -- a company that creates consumer profiles of Web users -- that will enable the firm to provide advertisers with the ability to target ads based on their users' personality traits.

Dubbed "Mindset Buys," 24/7's new offering promises to help advertisers reach specific psychographic groups on its 1,500 partners' sites, such as people who exhibit creative or spontaneous personality traits (based on Mindset's own survey data). Those characteristics, claim executives at both firms, are as valued by brand advertisers as shopping or search behaviors by direct response advertisers.

"Combining 24/7's reach with Mindset Media's targeting gives brand advertisers a distinct advantage in reaching their intended audience regardless of browsing or purchase activity," said David J. Moore, CEO of 24/7 Real Media.

Mindset Media is a partner of Nielsen Online, which like Mediaweek and Adweek, is owned by the Nielsen Co.