Tacoda Standardizes Behavioral Segments

NEW YORK In an attempt to ease behavioral targeting, Tacoda Systems has divided the online audience into 22 segments based on surfing patterns.

New York-based Tacoda works with properties such as iVillage and USAToday.com to provide marketers with the ability to aim ads at users based on their past actions on the Web site.

Called Tacoda Targets, the audience segments are defined by the frequency and recency of users’ visits to site content. For a user to be included in Tacoda’s “auto buyer” segment, for instance, they must have visited one or more car-related areas at least once in the past 45 days. Among the targets are golfers, parents, sports fans and business travelers.

A task force of Tacoda customers and representatives from the advertiser, agency and research communities will help review, refine and develop the segments. “This will make it easier to transition the effort to one or more trade association-driven efforts as they develop and eventually take over the standards development process,” said Tacoda CEO Dave Morgan.

Revenue Science is one of Tacoda’s chief competitors. The Bellevue, Wash.-based company’s customers include Marketwatch.com, Reuters.com and Edmunds.com.

Separately, New York-based 24/7 Real Media said today that its behavioral targeting product has access to more than 45 million monthly unique users, according to July data from comScore Media Metrix. The product, 24/7 On Target, offers advertisers behavioral targeting capabilities across a network of publishers.