Publishers Changing The Ad Sales Model Using CITRUS™

NEW YORK, May 15, 2012 /PRNewswire/ -- Crowd Science (http://crowdscience.com) today announced the first results from customers on [the performance of] CITRUS, the unique first party audience segmentation and targeting platform for online publishers and content networks. The announcement was made during Internet Week at the Conversational Marketing Summit in New York City. Federated Media Publishing is hosting the event. Since launching CITRUS last October, Crowd Science has acquired an impressive list of online publishing customers including Ziff-Davis, Federated Media Publishing, Huddler, ifood.tv and IndieClick.

Results confirm that CITRUS' first-party segmentation and targeting capabilities change the game for publishers by allowing them to differentiate themselves to advertisers and increase monetization from more of their online audience. The power of the platform comes from its combination of psychographic research and behavioral and contextual targeting, which is then overlaid with proprietary machine learning. The resulting output creates highly accurate audience segments across every pocket of a site or network of sites. This innovation drives a level of detail and clarity for online publishers that are not available using standard analytics or targeting solutions. 

Ziff Davis

Ziff-Davis works with Crowd Science to supplement its powerful BuyerBase targeting system and offer new audience segments to attract advertisers. "CITRUS segments allow us to include precise targeted line items in our RFPs that attract our advertisers and win business," Marcella Reginault, VP of Marketing & Sales Operations at Ziff Davis said. "We incorporate Crowd Science audience segments to hone in on specific targets within our owned and operated sites."

Federated Media Publishing (FMP)

Federated Media Publishing (FMP) partners with Crowd Science to understand and segment its diverse audience across more than 350 sites. Last month, FMP began selling Crowd Science audience segments within its advertising portfolio. The first segments include "digital gadget sharers," "recipe sharers" and "Twittering moms," with dozens more in development. "We look forward to using this intelligence to inform FMP's ad products and boost the way our brand partners get their messages to the right audience," said Michael Goodman, Director of Market Research at FMP.

ifood.tv

ifood.tv recently joined forces with Crowd Science to help leverage their first party data to better define, segment, and target the niche audience they've cultivated.

"For example, a BBQ food product company can now reach just the BBQ enthusiasts they are seeking on ifood.tv and not have their ads blanketed blindly across the site," states ifood.tv founder Vikrant Mathur. "Given the specificity with which consumers are now selecting their food, it is imperative that brands target the correct audience. "The technology Crowd Science provides helps us connect brands with the right audience, at scale."

Huddler

Huddler came to Crowd Science seeking new options for its ad sales team to offer advertisers. Traditionally focused on site-by-site sponsorships, CITRUS allowed them to uncover more of the valuable niche audience segments their advertisers wanted across their entire network. "There is no doubt that Crowd Science helped enable and differentiate our proposal and allowed us to win some big brand campaigns," says Adam Ferren, Director of Sales and Revenue Operations. "We recently received a second RFP from a new sporting goods advertiser, and it's because of Crowd Science that we were able to add a quality account like that to our client list."

"Until now, publishers have had challenges in truly measuring and harnessing the unique attributes of their entire audience," says Crowd Science CEO Corey Leibow. "We are thrilled with the results our customers are seeing with CITRUS, and the positive response we are receiving in the market."

About Crowd Science

Crowd Science (http://crowdscience.com) is revolutionizing audience targeting and segmentation by providing innovative solutions and technologies to online publishers and brands. With offices in Silicon Valley, New York and Toronto online publishers turn to Crowd Science for its powerful and holistic combination of demographic & psychographic insights, and best-in-class technology to improve display-advertising precision and increase revenue.

CONTACT:
Mike Smith
PR Representative
703-623-3834
[email protected]

SOURCE Crowd Science