TopicalNet, Bertelsmann Take Targeting Practice

Customer-targeting tools are now more accessible to Internet companies overseas because of a joint venture called TopicalNet Europe — announced today by content classification technology company TopicalNet and Bertelsmann mediaSystems.

Woburn, Mass.-based TopicalNet’s technology determines customers’ interests by matching their demographics with the subject matter they read online. This makes it possible for advertisers to put ads on pages with topics their target audience is interested in.

TopicalNet’s new partner, Germany-based Bertelsmann mediaSystems, is a subsidiary of European media giant Bertelsmann Arvato AG. The subsidiary runs the worldwide IT services of the Bertelsmann Group, including its Web services. It will administer and market TopicalNet’s technology in Europe and South America.