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AudienceScience publishes white paper defining online ecosystem

AudienceScience publishes white paper defining online ecosystem

AudienceScience, a targeting technology company driving digital marketing success, is publishing its whitepaper: Audience Targeting Platforms -The Missing Piece in the Online Ecosystem. It aims to provide advertisers, publishers and agencies with a unique insight into the rapidly changing world of internet advertising, in particular the emergence of Audience Targeting Platforms and how technology and data are reshaping the buying and selling of display inventory.

Its publication comes on the back of recent research from Forrester Consulting and NAI (Network Advertising Initiative), both of which point to an industry which is becoming more data-centric in its approach to understanding online audiences. Stuart Colman, Managing Director of European Operations at AudienceScience, says, “This is about taking time to define a marketplace that is changing rapidly. It’s not simply about impressions and cost per thousand anymore. It’s about accurately defining audiences and connecting them to inventory in a relevant way. Data is central to this and the industry is going through a major change in adapting to this concept”.

The whitepaper is a free market guide to audience targeting available directly from AudienceScience ( and covers a wide range of key issues. It is relevant to advertisers, publishers, ad networks and anyone involved in online advertising.

• The need for an Audience Targeting Platform

• Audience targeting – where it fits in today’s online ecosystem and what the components are

• How to develop your audience strategy • Practical guidance when researching platform and exchange vendors

Colman adds, “Looking back, we can see real parallels with what is happening today and the massive growth in direct marketing in the 1980s – both driven by an explosion in the availability of highly targeted data. Audience targeting platforms are going to become the hub for all online data integration and their role in the future of this industry is central”


About AudienceScience AudienceScience technology provides a gateway enabling universal access to online audiences. This integrated audience platform, The Audience Gateway, drives digital marketing success. Accessing 200 billion data insights into 386 million people worldwide, AudienceScience empowers marketers with the intelligence and control to execute effective global campaigns. Since 2003, AudienceScience has delivered over 50,000 targeted campaigns for clients including BBC Worldwide, Financial Times, Haymarket Consumer Media, New York Times Digital, News Corp and News International and Virgin Media.

For more information, please visit Media contacts Lorna Webley at Loudmouth PR. Tel: 01494 472226 Kim Van Haeften at Loudmouth PR. Tel: 01306 885000

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