SOURCE: BlueLithium

April 26, 2006 09:00 ET

BlueLithium Introduces the Industry's First Behavioral Targeting Suite for Interactive Advertisers, Agencies and Publishers

SAN JOSE, CA -- (MARKET WIRE) -- April 26, 2006 -- BlueLithium, the company that is reinventing the online ad network, released AdPath 2.0, the first behavioral targeting solution designed for both online advertisers and Web site publishers. AdPath 2.0 allows publishers to take advantage of rising online ad demand and pricing by extending their audience and serving ads to their users on other Web sites in BlueLithium's network. For advertisers, AdPath 2.0 brings together the two most effective types of behavioral targeting: audience targeting and remarketing.

In a recent report from Forrester Research entitled "The Reality of Behavioral Ad Targeting," analyst Shar VanBoskirk predicts that the widespread adoption of behavioral targeting is eminent and that it will change the face of online marketing. "We wanted to help the advertiser and publisher take advantage of behavioral targeting without needing to become an expert on the subject," said Dakota Sullivan, chief marketing officer for BlueLithium. "As a network with a strong technology focus, we now deliver all the elements of behavioral targeting and layer them with other targeting modalities -- geography, day part, content, etc -- for a holistic solution that delivers real results."

AdPath for Publishers: Extended Audience Creates New Revenue Stream

AdPath 2.0 offers a quick and secure solution for sites with constrained or sold out inventory to rapidly increase revenue and satisfy advertisers without adding staff or infrastructure. AdPath for Publishers creates a valuable 'extended audience' by tracking a publisher's readership as they visit other sites across the Web. This creates a new revenue stream as publishers can autonomously sell this extended audience inventory to their own advertisers. AdPath for Publishers has a proven and secure technology that does not collect or retain any personal information and does not require any additional software installations.

AdPath for Advertisers: Audience Targeting and Remarketing

To help simplify the process of choosing the right type of behavioral targeting solution, BlueLithium offers both major behavioral targeting disciplines: Audience Targeting and Remarketing. By analyzing the online behaviors of 100 million unique users, AdPath Audience Targeting enables advertisers to find people who are interested in the subjects addressed by their product or service -- wherever they may roam across the BlueLithium network. Using AdPath Audience Targeting, advertisers increase response rates and save money by avoiding the high CPMs of popular niche content sites and the clutter typically associated with contextual targeting.

AdPath Remarketing targets visitors to an advertiser's site when they are seen on the BlueLithium network and drives them back to the advertiser's site for immediate up-sell and cross-sell opportunities, or to complete an unfinished purchase. Additionally, only AdPath Remarketing offers: multi-dimensional targeting by combining remarketing with other forms of targeting including geographical and contextual; multiple conditioning, which allows an advertiser to segment their visitors for targeting purposes; and Insight Reports, which provide a unique analysis of the composition of the visitors to an advertiser's site.

"Our experience has clearly demonstrated the powerful impact that behavioral targeting can bring to an advertiser," said Denise Zimmerman, president and chief strategy officer of interactive agency NetPlus Marketing. "However, there is great confusion in the marketplace regarding what is possible with different flavors and definitions of behavioral targeting. This is a major innovation in the field that brings all applications together in a comprehensive solution. It is companies such as BlueLithium that will help advance the industry's success in this burgeoning area."

AdPath 2.0 is available immediately in the US and the UK. To learn more, please visit

ad:tech Editor's Note

Founder and CEO Gurbaksh Chahal and CMO Dakota Sullivan will both present at ad:tech San Francisco on April 26-27, 2006. Chahal's panel presentation "Ad Networks, Practical Usage Advice," moderated by Shar VanBoskirk of Forrester Research, will provide an analysis of the differentiators, expertise and technologies of the top ad networks for marketers and publishers. Sullivan will facilitate a roundtable discussion with top marketers of leading brands to exchange ideas, success and lessons learned with attendees. The exhibit hall will be open from 10:00 a.m. to 6:00 p.m. on both days of the show and BlueLithium representatives will conduct press briefings and product demos at Booth #5844.

About BlueLithium

Based in San Jose, CA, BlueLithium challenges the legacy ways of doing business to help online marketers achieve extraordinary results. Combining a powerful one-two punch of one of the largest ad networks with superior targeting and optimization-on-the-fly technology, BlueLithium creates a unique site network for each advertiser that is customized to their marketing objectives. Reaching 100M unique users or 51 percent of the Web, BlueLithium delivers 6 billion impressions per month across more than 1,000 sites. For more information, please visit

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