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Eyeota is looking to sell audience data to advertisers around the world, and it's announcing that it's raised $12.5 million in Series B funding for further growth.
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But today, companies can not only sell audiences but they can also target ads to specific people based on knowledge of their preferences.
Data aggregators attempt to sell audiences at a steep discount to the original source, for example, access to 75percentnt of The Wall Street Journal demographic at 25percentnt of the price, thus undermining the business model of the content creator.
At its worst, this strategy indicates that the publisher is at a loss for how to sell audiences on a story (perhaps due to having sub par content to begin with).
Companies have made money by selling audiences for many years.
With interclick, Yahoo! will acquire unique data targeting capabilities, optimization technologies and new premium supply, as well as a team experienced in selling audiences across disparate sources of pooled supply.
Swartz: "We must fully make the leap from simply selling pages to selling audiences, and in doing so be able to sell packages of products, some of which won't be our own".
Swartz: We must fully make the leap from simply selling pages to selling audiences, and in doing so be able to sell packages of products, some of which wont be our own..
What they did so well was to sell that audience to advertisers at scale".
It has to sell its audience like every humper on Madison Avenue.
"The way I see it, before I can sell an audience Frank Sr, I have to sell them Frank Jr first.
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