AdBrite Launches Behavioral Targeted Product on The AdBrite Ad Network

Back in April, AdBrite launched their Open Targeting Exchange. Today AdBrite is announcing the launch of a behavioral targeting product within their ad network. They note that their behavioral network is five times larger than any of their competitors. From the announcement, "Leveraging technology from AdBrite’s Open Targeting Exchange (OTEx), AdBrite’s new Behavioral Targeting service allows advertisers to show ads to users with interest and/or purchase intent in 14 major categories and over 3,000 sub-categories."

Pricing is set via a real-time auction. The new behavioral product is only available to a select group of advertisers on an invitation-only basis. Computers and Internet are not initial launch categories. Instead they have (smartly) selected more monetizable categories including: Automotive, Business & Finance, Careers, Consumer Electronics, Dating & Singles, Health, Music, and Travel.

It’s good to see AdBrite testing out new advertising options. By pushing forward, it can help them draw in additional advertisers to the AdBrite system as a whole.

My issue with AdBrite since their initial launch was the lack of advertisers. Having a million publishers is great but if there are no advertisers to fill the ads, it means nothing. AdBrite noted that they have 70,000 active publishers, up from 50,000 at the beginning of 2008. I’d prefer to see fill rate and total number of advertisers (not including ebaumsworld).

Veoh launched their behavioral targeted ad network last week. And ValueClick is expected to announce their behavioral ad product today as well. Here’s a very short video from eMarketer on behavioral targeting: