Mindset, 24/7 Link Up

Online ad network/ad 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 sort of characteristics, claim both companies executives, are as valued by brand advertisers as are 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 is owned by The Nielsen Co.