NEW YORK Online ad network Undertone Networks has introduced U360 AudiencePlus, a new product that will enable the company’s partners to locate their audiences on other sites across the Web — and sell ads targeting those audiences.
Undertone claims it can identify Web users who visit particular sections of various sites, and then deliver ads to those same users when they visit other venues in its network.
“Nobody sells out all of their inventory,” explained Undertone CEO Mike Cassidy. “But for most sites, certain sections are more valuable and are often sold out. This helps them better match supply with demand.”
Undertone has signed on A&E Television Networks as its first customer for U360.
According to Dan Owen, AETN’s vp of national digital ad sales, the partnership should help the company compete with larger sites: “Often, we’ll come to a lifestyle advertiser with inventory tied to a particular show [like Flip This House] and they’ll say, ‘that’s fabulous content, but where is the scale?’ This gives us larger reach.”