Ozone to offer behavioural targeting to its clients

Ozone Media, an ad network company based in Bangalore, which offers online advertising solutions, has introduced a new technology to help increase the effectiveness of online advertising.

Ozone boasts of advertisers such as HSBC, SBI, ICICI, Yahoo!, Dell, Lenovo, Cleartrip, MIH and Citibank among its 40 clients. The USP of the company is the reach that it delivers to advertisers through its vast network of publishers in India.

The company has about 100 network websites that it partners in a revenue sharing model. Though the names of these websites couldn’t be ascertained because it was against company policy, a spokesperson said that most of the tier 2 and 3 sites were part of this network.

Ozone also has associations with online/interactive agencies such as Tribal DDB and Media2win, using which advertisers approach them. It claims that through its state-of-the-art ad server, it can reach out to Indian and global audiences alike.

In April last year, Ozone Media tied up with 24/7 Real Media, the international marketing group, to expand its online network business in India and beyond. The tie-up was aimed at gaining a more detailed understanding of its audience, allowing for more efficient sales and increased revenues.

The company plans to implement the behavioural targeting technique to its businesses, which will enable them target audiences more appropriately and maximise clicks. At present, it also offers contextual targeting to help select relevant platforms across categories for a specific target audience.

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