AQuantive Enters Behavioral Targeting Space

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NEW YORK AQuantive, parent to Avenue A, i-Frontier and Atlas DMT, today launched a new division that will buy ad inventory from online publishers and resell it to advertisers based on Web surfers’ past behavior, demographic makeup and geographic location, among other factors.

Called DRIVEpm (performance marketing), the Seattle-based unit will buy blocks of unsold or undervalued online ad inventory on a CPM or revenue-share basis from Web publishers.

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