Targeting: wunderLOOP Answers Five Questions

wunderLOOP is a European company that offers on-site targeting in real time and I’ve asked Kasper Skou, Managing Director for Scandinavia, a few questions.

What is your unique value proposition?

For our enterprise solution iCRM the unique value comes from the fact that we have more than 8 years’ experience doing behavioral targeting. Our integrated targeting approach means that any information source available that also complies with the privacy policy of the site(s) can be combined into one, integrated view of the user, who can now be targeted on any platform (including mobile and IPTV). The response of the user from any platform is now integrated back into his profile to constantly refine it. For our behavioral ad exchange Connect, the uniqueness comes from the fact that it is the world’s only self-service exchange for behaviorally targeted advertising. This means anonymous behavioral profiles are created across sites, leading to very granular profile information. At the same time these anonymous profiles become targetable across sites, solving the fundamental paradox in any form of targeting: The more specifically you target, the smaller your reach! As wunderLOOP isn’t a party to the deal at all, the existing relationships between publishers and advertisers are preserved.

What is your biggest challenge at the moment?

Clearly that the European market is 12-18 months behind the US market from a maturity point of view. In the US 74% of advertisers are using or planning to use behavioral targeting, whereas we in Europe are just getting started.
This means we have a very substantial task ahead of us, educating advertisers, media agencies, publishers and different Internet bodies about behavioral targeting and its significance for online advertising.

How do you think the market for solutions like yours will develop during the remainder of this year?

I think European uptake of behavioral targeting is really starting to take off. We have seen major new customers in many geographies including Tom Group in china, Tomorrow Focus and Ad2Net in Germany, CondeNast Verlag and One Italia from Italy, and etype from the UK. We expect to see the market grow more than 60% this year and more than 70% next year.

What share of your customers are located in Europe in general and Scandinavia in particular?

Almost all of our customers are located in Europe, but only a few of them in Scandinavia, which is quite new territory for wunderLOOP. The interest is very acute though, and the fall will see some very interesting Scandinavian publishers launching BT solutions with us.

What’s your advice to a business wanting to get started with behavioral targeting?

The value BT can bring to an organization is very dependent on the type of content it has and users it attracts. A very cost-effective way of finding the ‘honey pot’ for a particular organization is to use our behaviorally targeted ad exchange Connect. It is free to register and tag your site(s), after which data will start flowing from day one enabling the organization to identify where behavioral targeting can create value. At the same time the exchange can act as a ‘virtual’ sales department of behaviorally targeted advertising, because advertisers can identify the needed audience directly on the exchange and request to run campaigns on your site. As the organization grows more comfortable and familiar with BT, it can become more proactive developing and marketing unique BT products.

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