24/7 Unveils Behavioral Targeting Tool

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NEW YORK 24/7 Real Media today introduced a new behavioral targeting tool that segments audiences based on their actions across an online property.

Called Insight ACT, the tool combines 24/7’s Open AdStream ad-serving capability with its Insight XE analytics offering to let advertisers deliver relevant ads based on a users’ past Web surfing behavior. Lycos is the first publisher to sign up to use the product.

Insight ACT also forecasts how many members of a certain behavioral segment will visit an online property or Web site section during a certain time period and reports on the performance of campaigns using behavioral targeting.

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