DATONICS CEO SPEAKS AT DIGITAL HOLLYWOOD
Michael Benedek shares insight on evolution of media models and personalized advertising
NEW YORK – Online data company Datonics (www.Datonics.com) CEO Michael Benedek spoke on a panel titled “Advertising Analytics and Contextual Media: Social Media and Virtual Economies, Mobile, Search, Video Search and HyperTargeting” at Digital Hollywood Spring held in Marina del Rey, California from April 30 to May 3, 2012.
On the panel, Benedek offered insight on the evolution of media models, the importance of marketing data, and best practices for advertising personalization.
“Search, which accounts for a significant proportion of internet advertising spend, turns the traditional media model on its head by providing marketers with access to consumers who are declaring their interest in and intent to purchase certain products and services, as compared to the traditional media model, where content is developed with the hope of attracting an audience that the media company believes will be of interest to marketers,” said Benedek. “Because search accounts for a small proportion of the time that consumers spend online, a tremendous opportunity exists to aggregate consumer purchase intent data in a privacy-sensitive manner and make it available for use on the internet pages where consumers spend the vast majority of their time, browsing ad supported content that is either unsold or sold for relatively low rates.”
Digital Hollywood is a premier entertainment and technology conference, with multiple shows throughout the year. The show debuted in 1990, and has over 15,000 top executives in the film, television, music, home video, cable, telecommunications and computer industries attending its various events each year.
Datonics (www.Datonics.com) is the Internet’s leading aggregator and distributor of highly granular and proprietary behavioral purchase intent, search and life-stage data. Datonics’ 350+ pre-packaged segments and unlimited number of custom keyword-based segments facilitate the delivery of highly relevant, privacy-sensitive ads to online consumers. Datonics is headquartered in New York City, with a research and development center in Tel Aviv, Israel. Datonics is a member of the Network Advertising Initiative (NAI). For more information, visit www.datonics.com
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