SOURCE: Compete Inc.

April 14, 2010 09:00 ET

Compete Launches Next-Generation Audience Insights for Publishers With New Features From Fox Audience Network

New Audience Profiles Service, Powered by More Than 150 Million Consumers, Provides Advertisers With Tools to Strengthen Engagement and Drive Results

BOSTON, MA--(Marketwire - April 14, 2010) -  Compete, the digital intelligence division of Kantar Media, today launched a first-of-its-kind service that now incorporates Fox Audience Network's reach of more than 150 million consumers into the new Compete XL measurement methodology, introducing to the industry valuable new data that describes consumer lifestyles, passions and purchasing behaviors. Part of a larger relationship between FAN and WPP, which was first announced in November 2009, the new Audience Profiles give publishers access to a set of exclusive insights that will help them strengthen audience engagement and drive new ad revenue growth. The service also offers advertisers and agencies new ways to more effectively target and connect with specific segments of consumers.

"Publishers and advertisers agree that a better understanding of online audiences would benefit the entire industry and accelerate the growth of brand advertising online," said Stephen DiMarco, chief marketing officer at Compete. "We're helping to make this happen by providing more granular insight into audiences, helping publishers demonstrate value and effectively monetize consumer interest, and enabling advertisers to confidently and cost-effectively benefit from those insights."

"In an ever-fragmenting digital media landscape, publishers need to continuously prove that their properties are worth advertisers' investments," said Marco Ilardi, EVP, Sales and Marketing, of Fox Audience Network. "We're giving all publishers a new way to differentiate and monetize their properties by integrating our unique audience insights within Compete's 'go-to' suite of products for media planners and marketers." 

The new Audience Profiles service is incorporated within Compete PRO, Compete's comprehensive digital intelligence tool found at The integration of new audience insights from FAN within Compete PRO lets publishers access more than 1,800 audience attributes generated from FAN's network of more than 150 million consumers. These new insights span more than 20 different categories ranging from favorite athletes to television programs to passions -- such as cooking and travel.

Participation in the new Audience Profiles service is easy for publishers. By simply placing the Compete XL tag on their sites (available at, publishers will immediately start generating data and garnering insights about their visitors. Publishers can also gain access to more than 1,000 media planners, brand managers and online marketers by sharing their audience profiles publicly with Compete PRO users. Since the soft launch of the service in January, more than 700 online publishers have already tagged their sites and are receiving audience insights.

"One of NESN's core values is that we are customer focused, which we believe includes providing transparency to our business partners," said Mike Hall, Director of New Media for NESN. "Compete XL's direct tracking of offers a way for us to more accurately demonstrate to current and potential clients who they will reach when they partner with NESN."

"As marketers who combine traditional and digital channels, it is important for Razor & Tie Direct to understand how all of our marketing programs work together to attract consumers," said Edith Bellinghausen, SVP of Digital Business at Razor & Tie. "With deeper insights into who visits our Web properties, we can really fine-tune our advertising and online content to meet the needs of these different audiences."

About Compete
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete's online behavior database -- the largest in the industry -- makes the Web as ingrained in marketing as it is in people's lives. Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information about us, please visit, or to join the conversation visit

About Fox Audience Network (FAN)
The Fox Audience Network (FAN) is a unit of News Corporation that supports monetization efforts across the company's online content portfolio, as well third-party publisher sites. FAN leverages proprietary advertising technology to create highly-targeted advertising campaigns for a wide range of marketers, while also delivering cutting-edge tools and services to third-party publisher partners, advertising agencies and research companies. FAN works directly with hundreds of advertisers to develop customized marketing programs that optimize both branded and performance-based strategies. The company also developed and manages a self-serve advertising platform, which is currently utilized by more than 30,000 advertisers. In all, FAN reaches more than 158 million consumers each month and owns partnerships with more than 700 online publishers.

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