SOURCE: TACODA

April 16, 2007 09:10 ET

TACODA Launches Auto Channel to Help Marketers Reach +5.2 Million Car Buyers

Passes YAHOO! Autos; Now Ranked Third by ComScore Reaching In-Market Auto Buyers

NEW YORK, NY -- (MARKET WIRE) -- April 16, 2007 -- TACODA®, the world's largest behaviorally targeted online advertising network, today announced that it has formed a new vertical that will focus on helping the auto industry reach in-market auto buyers. According to February 2007 comScore data, TACODA Audience Networks™ has passed YAHOO! Autos and now ranks behind only eBay Motors and AutoTrader.com in reaching in-market car buyers. Matt Arkin, TACODA's Senior Vice President of Sales, will head the new Auto Group.

TACODA tracks more than 5.2 million unique users each month who engage in researching new cars on auto sites in its network such as KBB.com (Kelley Blue Book), Cars.com, CarDomain, and TheAutoChannel and then serves them behaviorally targeted ads either on those sites or on other non-auto sites in its network of more than 4,000 sites.

"Contextual inventory for auto advertisers is very tight. With TACODA's Auto Channel, auto makers can find audiences for their makes and models with strategies that go well beyond the usual demographic/contextual targeting," says Matt Straznitskas, Senior Partner, Group Media Director, Mediaedge:cia. "Through its massive behavioral database, TACODA is able to deliver not only pre-qualified auto buyers but also key lifestyle and behavioral insights on that highly sought-after audience."

According to a 2006 Online Media study by J.D. Power and Associates: "Targeting new-vehicle buyers at travel, special interest and finance Web sites is considerably more effective for upper-funnel brand marketing than placing advertising on most automotive shopping sites."

"With third-party studies and hands-on experience we know that behaviorally targeted ads -- those served out of the context of an auto site, where ads heavily compete with one another -- generate a higher response rate than ROS contextually-placed ads," says Mr. Arkin. "As our TACODA Audience Networks continues to grow, we expect TACODA to be the single best way for advertisers to reach in-market car buyers."

According to comScore's February 2007 data, eBay Motors reaches 12,592,000 unique visitors each month; AutoTrader.com reaches 6,067,000 and TACODA reaches 5,259,000. TACODA reaches more in-market car buyers than YAHOO! Autos, MSN Autos or AOL Autos.

"Behavioral targeting is simply more efficient for advertisers than buying against projected site demographics or contextual adjacencies," says Mr. Arkin. "We are building vast audiences against virtually every industry category, not just auto intenders."

TACODA®, Inc. (www.tacoda.com) is the world's largest and most advanced behavioral targeting advertising network. Since 2001, TACODA has provided a comprehensive range of behavioral targeting solutions to thousands of Web publishers and brand marketers. Its patent pending technologies power TACODA Audience Networks™ which enable brand advertisers to target relevant messages to specific audience segments. In 16 months, TACODA Audience Networks™ has grown to more than 4,000 sites reaching over 120 million monthly unique users. Major US media partners include Dow Jones, The New York Times Company, NBC Universal, Hoovers, HGTV.com, FoodNetwork.com, Cars.com and USAToday.com.

TACODA and AUDIENCE NETWORKS are trademarks of TACODA, Inc.

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