The Digital Partnership

The Digital Partnership

November 12, 2009 05:00 ET

The Digital Partnership (TDP) Launches Bizo's B2B Ad-Targeting Technology in UK

LONDON, UNITED KINGDOM--(Marketwire - Nov. 12, 2009) - The Digital Partnership (TDP), the UK's leading B2B digital business advertising network, announces a new and exclusive partnership with Bizo, USA's leading online B2B audience targeting platform and advertising network, to introduce Bizo's unique Bizographic ad targeting system to the UK B2B market.

Through the partnership, TDP gains access to 6 million+ UK unique users using bizographics and can also serve a 45 million+ unique global audience for international campaigns.

Bizographics - anonymous business demographic data - enable advertisers to reach precise business audiences online through behavioural targeting and re-targeting technology. Advertisers using bizographic targeting technology can select specific audiences by segments including: industry, functional area, seniority, size of company, education, sex and location.

Over and above the established benefits of behavioural targeting, such as significant reduction of irrelevant impressions, the re-targeting potential of Bizo's technology also gives advertisers a second chance. Through a combination of bizographic targeting, remarketing, audience analytics and optimization, the technology reaches out across its network and finds those most likely to come back and convert - and gets them back.

Additionally, Bizo verifies its bizographic data across all of its data partners and creates a feedback loop with advertising partners to optimize the ads for each professional user. Through machine learning and precedence algorithms, Bizo selects the best data from over 300 different data sources such as company databases, publisher websites, online profiles, and registration forms, to ensure quality that improves over time.

"Bizo has seen a great deal of success establishing the market for targeted B2B advertising in the U.S. and we look forward to working with The Digital Partnership to introduce the use of bizographic data for ad targeting in the emerging UK market," said Russell Glass, CEO of Bizo.

Matt Gower, TDP MD, adds: "Digital B2B advertising in the UK is still primarily used for sales generation. In fact just 7% of respondents to a recent survey of B2B marketing professionals, conducted by the IAB,(i) said they used online media for brand-building. This means there is huge market potential and we believe the outstanding bizographics technology, now accessible via TDP, provides just the re-assurance marketers are looking for to trial brand-building, and expand sales generation, in the digital world."

(i)Source: The Internet Advertising Bureau (http://www.iabuk.net/en/1/b2bsectormissesoutononlinebrandbuilding090909.mxs#)

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