ࡱ>  ;& !"#$%<()*+,-./0123456789:>=?A@DBCEFRoot Entry FмDҡ@Olk10SideProps_0001(__nameid_version1.0(мDҡмDҡ__substg1.0_00020102*0 "/0123456789:;<=>?@ANWYbcdefghijklmnopqru{|ghujL?q5D+8+*Vmspst.dllNITA7nC:\Documents and Settings\Owner\Local Settings\Application Data\Microsoft\Outlook\Outlook.pst@0 X#c,u@0DҡǠ0l,eM#~z F FF  8 P l  X-AntivirusX-POP3-FromX-__substg1.0_00030102*X__substg1.0_00040102*__substg1.0_10060102* __substg1.0_10080102* CampaignX-Company_IDX-MailerISP6X-ChoiceMail-AcceptedReason8X-ChoiceMail-OriginalAccountfB W  TVV __substg1.0_10090102* __substg1.0_100B0102*__substg1.0_10100102* __substg1.0_10130102*8d5  y IPM.NoteBehavioural Targeting NewsletterSMTP:TACODA@MAIL.VRESP.COM__substg1.0_10140102* __substg1.0_10150102*__substg1.0_101D0102* __substg1.0_101E0102*__substg1.0_001A001E* __substg1.0_0037001E*!__substg1.0_003B0102*__substg1.0_003D001E*+nTTony EvansSMTPtonyevans@contactmc.co.ukTony Evans+nTTACODASMTPTACODA@mail.vresp.comTACODA+nTTony EvansSMTPtonyevans@contactmc.co.uk__substg1.0_003F0102*B__substg1.0_0040001E* __substg1.0_00410102*:__substg1.0_0042001E*__substg1.0_00430102*B__substg1.0_0044001E* __substg1.0_004F0102*!h__substg1.0_0050001E*#Tony Evans`[+nTTACODASMTPreply-3509ebf5a3-tonyevans=contactmc.co.uk@o.vresp.comTACODASMTP:TONYEVANS@CONTACTMC.CO.UKSMTP:TONYEVANS@CONTACTMC.CO.UKSMTPTACODA@mail.vresp.com__substg1.0_00510102*$__substg1.0_00520102*-%__substg1.0_0064001E*&__substg1.0_0065001E* '__substg1.0_0070001E*(!__substg1.0_00710102*#)__substg1.0_0075001E**__substg1.0_0076001E*"$+Behavioural Targeting NewsletterdBapg`MJAMLJ SMTPtonyevans@contactmc.co.ukSMTPtonyevans@contactmc.co.ukX-POP3-From: bounces-3509ebf5a3-tonyevans=contactmc.co.uk@t.vresp.com Return-path: Envelope-to: tonyevans@contactmc.co.uk Delivery-date: Mon, 12 Mar 2007 22:01:31 +0000 Received: from gc-mkt89.verticalresponse.com ([206.57.6.146]) by krypton.webfusion.co.uk with esmtp (Exim 4.54) id 1HQsa8-0001NR-Kw for tonyevans@contactmc.co.uk; Mon, 12 Mar 2007 22:01:31 +0000 Received: from slbsrcnat.inside.verticalresponse.com ([192.168.0.120]) by gc-mkt89.verticalresponse.com with QMQP; 12 Mar 2007 15:01:26 -0700 X-MailerISP: GlobalCrossing From: "TACODA" Reply-To: "TACODA" To: tonyevans@contactmc.co.uk Subject: Behavioural Targeting Newsletter Date: Mon, 12 Mar 2007 22:01:26 +0000 Message-ID: <3509ebf5a3-tonyevans=contactmc.co.uk@mail.vresp.com> MIME-Version: 1.0 X-Company_ID: 210076 X-Campaign: 3509ebf5a3 Content-Type: multipart/alternative; boundary="__________MIMEboundary__________"; charset="UTF-8" X-Antivirus: AVG for E-mail 7.5.447 [268.18.9/719] X-ChoiceMail-OriginalAccount: tonyevans@contactmc.co.uk X-ChoiceMail-AcceptedReason: Domain 'mail.vresp.com' is on your accepted domain list +nTTACODASMTPTACODA@mail.vresp.comTACODASMTP:TACODA@MAIL.VRESP.COMSMTPTACODA@mail.vresp.com__substg1.0_0C1A001E*C__substg1.0_0C1D0102*'+D__substg1.0_0C1E001E*E__substg1.0_0C1F001E**,F__substg1.0_0E02001E*G__substg1.0_0E03001E*%5H__substg1.0_0E04001E*I__substg1.0_0E1D001E*.0J!tonyevans@contactmc.co.ukBehavioural Targeting Newsletter0000000ctonyevans@contactmc.co.ukTony CMC0000000ctonyevans@contactmc.co.ukTony CMCTACODAMAKINGITHAPPENPEOPLEWELCOMETOOURFIRSTMONTHLYNEWSLETTERATTACODAWEVEBEENLIVINGANDBREATHINGBEHAVI<3509ebf5a3-tonyevans=contactmc.co.uk@mail.vresp.com>__substg1.0_0E28001E*K,__substg1.0_0E29001E*/3L,__substg1.0_1000001E*&__substg1.0_1008001E*24MeTACODA. Making it happen people Welcome to our first monthly newsletter. At TACODA we've been living and breathing behavioural targeting for over six years now - and things have come a long way. As with any developing technology there's a lot to take in and things change fast. So we've pulled together the latest news, comment and case studies for everyone working in online advertising who wants to keep up-to-date. We hope you find it interesting and useful. Paul Goad, Managing Director. news * comScore partners with TACODA * TACODA lets consumers choose to opt out of behavioural targeting. * People notice BT ads more, new research reveals. * Henry Howe joins operations team. * This month's product focus: Spectrum. Win a night out for two in a top restaurant news comScore partners with TACODA The deal gives TACODA clients access to comScore's panel-based audience and demographic information. TACODA can now take a specific segment of web users and show advertising clients who those people are - their age, gender or income, and other internet activities they have carried out, such as looking for a dentist or shopping for wine. Read more. Opt out of BT To allay fears of Big Brother-style tracking as increasing numbers of BT campaigns roll out, TACODA has introduced a Consumer Choice initiative which informs every web user of their exposure to the ad network at least every six months. At the same time the company is shortening the expiry date of all its cookies to one year. Click here to read the Behavioral Insider interview with TACODA CEO Curt Viebranz on this subject. New staff Henry HoweHenry Howe, previously at Rattner Mackenzie insurance brokers, joins our Operations Team, working alongside Operations Manager Rob Webster. Take out the guesswork with Spectrum You have to know your audience before you can target them. And even if you have pretty good idea of who they are - can you be sure you're not missing a potentially lucrative group? Well that's what Spectrum is all about - defining existing and untapped audiences and improving campaign effectiveness. Click here to find out more. Win dinner for two! To celebrate the launch of our newsletter a lucky reader can win dinner to the value of 200 at a restaurant of their choice. To enter the prize draw just email lsavitsky@tacoda.co.uk with your name and company before March 31 with the answer to this question. "In the Snapple case study (see the article on the right), what was the percentage increase in the likelihood that health-conscious consumers would visit the Snapple site?" The winner will be contacted in the first week of April. Good luck! Comment Using behavioural targeting to reach the green consumer. There isn't an average green consumer. For example, you might have thought that the market for Hybrid cars would be safety Dave Morgan, Chairman of TACODAconscious, tree-hugging, grow-your-own-vegetable types. Wrong. They are mostly multi-vehicle households with high incomes. They are buying the hybrid to feel good about themselves. It isn't purchased as a first car, as they are expensive. It tends, rather, to be a second or third car purchase that sits in the garage alongside the large SUV or a high performance sports car or both. If you want to tap into the huge potential offered by the green market, don't take your audience for granted - you could be missing it by a mile. Recently I was interviewed by David Wigder for Marketing Green: to find out how behavioural targeting can help you reach these emerging, and often surprising groups of consumers then click here and read on. Case study Snapple finds a fresh audience. Snapple hits the targetIf you were presented with a new premium green tea with the highest Lena Savitski, Agency Account Managerlevels of a critical antioxidant, EGCG, of any ready-to-drink green tea, how would you most efficiently find health-conscious consumers online? And, how would you convince them that it is the healthiest green tea on the market and motivate them to make the product part of their daily routine? A bottle of Snapple Green Tea! Yum!!That was the challenge that Mediaedge:cia undertook late last year for their client, Snapple, and its new "Good for You" green tea line. Another challenge they faced was the limited amount of quality contextual inventory available in the target sectors. As this sells at premium prices it is expensive to accumulate cost-effectively at scale over the short period of time available. As well as generating lots of clicks and impressions, the team at MEC wanted the analytics that behavioural targeting could provide to help identify the type of person who was most likely to visit the website and learn more about the product. They expected the type of people who would be most interested in Snapple's 'Good for You' premium green teas to be health-conscious people with fitness and well-being a priority. Well, this audience certainly were interested, but the best response came from an entirely different group - and an unexpected new audience emerged. To see how MEC worked with TACODA to meet Snapples brief, and find out about the surprises in store click here to read the case study. Research How to get noticed - and make a real impact. Does an ad get more noticed when it is viewed in a content-related site or when it is seen out of context? Well, that depends. For years it has been believed that ads perform best when seen within web pages with related content - car ads on car web sites for example. This may have been the case when an advertiser's only guide to someone's interests was the site they were on. Behavioural targeting has changed all that - but has it changed how much the ads get noticed? Another thing. Ad effectiveness wears off after a few viewings, right? Not necessarily. Check your preconceptions in at the door and click here to read the first eye-tracking study ever conducted comparing Behavioural Targeting to Contextual Targeting. _____ If you no longer wish to receive this email newsletter, please reply to this message with "Unsubscribe" in the subject line or simply click the following link: Unsubscribe _____ Click here to forward this email to a friend TACODA 117 Waterloo Road London SE1 8UL, England Read the VerticalResponse marketing policy. __substg1.0_10090102*''__substg1.0_1035001E*1=O6__substg1.0_1046001E*P9__substg1.0_300B0102*68Q'~LZFu8V- rcpg1252Chtml10? ch set0 PVUQ23Fٹf4 5Vdpa% ;59 11# 219818P 3 261ҝ `cP d36` 4 *\9 <>"G7 #l3!#ead#^4'1#l$_p" tp-equiv="P0 t-Type" +#*+0hxt/;+=!o-88-1}+/&'#'o("77"title.TACODA ens2@/-"/2o&/0g'6p%$/;"85`<dy:!Q =o:P8> sty6*-famy:t, HelVv@ aC`sq-0-B#4Es*;+l k*#3B71C6"-@EFB@33DFvFA4BF?@"\962A6 dlth*!@0+Ggzn*c+A+Cl dd g*LM:s cN6AzeB px-BOC_Df":"S! !hT`IOJ_!`/g6%trSV:W}"8U^$8=ABtdDNM2S[_]6<*!f**B://r.vN.m/?+tMC"/2bc 7ba/-Ep08/ c65bb6!@fU`0X7Sfl:d""fi A{HYPERLINK cdefi "Au!abǥpgArccp`xy.Qk90g04/wtpkqkmckq.uk69pa_4S:.g/L,A3.akMN1 6*0ap+n+ Nc.aTb r zsh3wnT!QT&}/~E;<HF_GoHIJKLMNO2PRSi ?TOUYeαsug1zoo߁"p@Ppaa|Y/XZ[\/]?^O__`oabcdefgޢ8i?jOkZWlUYPQBP𢀶`q V.ssotuvwxyz{|~/?OP3߄k_POUYn࠶ppjo1Qp1P` Qൠ/?O_oϚߛP4oРmр2A2ldu5 !c S5 ro@Ϫ߫=B@>ES?=Y18D%&(O3ҵ ?_Ϳ(233pc427a045 .W.9/ps@twp q5qa@BT00/8׿/}/ؽϾ߿_/:ϯ_omd1AgCr̀A;S ο3X00`08283?O9./Կ17o89/=>oO]CoяnPBPdbkmk !oz48@g &-fP6pyArip)qcas0s-o( f`3l#B5233DD{b*b9VW]o/-j#o5B/&23qBܲ+"D d"5$?qC oWuc!o ~sp /0-bao:`p 0:`䰊Pgqppca0?'0a :0!)CogoP&p.@pobB`EQ r?woqooᣐ#-Iei$q/B‰>PLB0r Aa?Kq(r( Bp)WPAnokHh@pHppPW 0,_hFr?C MC/291f4@05d4/08544 `p0c`65bb6`pe`W7ӿ UVWX oq;R:`R.4;O<_/d/n/?OmOot? 2!_"mi#p/&'/(?)O*_w,-OpGd14o9/:8ieO6_7o=OI`laf@/`M2q cPPLawAHnݰ%TD @gQOԿDOBB ]P0 oCRPNaO1ICP~eHG6FK@pJIE:`M@rk A DHrC P p>Q0Hi H⢂K@MF`Iq/PNI /pyS_'To\?]D38 0886Q^OXYZoﮏ^`9CҀecx@pBeOӀ pI0iKMNP0EOVO; 0z!qubjt.gOh_iojkʠo~/̏prsOvO߅_ ]3z"m3}~ρ߂ڿ.N!ffO/O:8`菑/??O_43G@95^9 >P>n! ƛAftߐ!߀EPeo/?O  /4 @D@7bR/ MQzOCBP/ j`a` D#?m " Ѐ2 @ KRo.@WG@ /?O_οO o?y4o{"/?O_o#?0TEbgu@Q#3SF 07X"7).Y`OknH1y rauQ R b!Drߚ!)K3mqA .pEO PgPpA`c q!-FEҚ@P!E'!D@,p4 QlP@ O1gup?A'P`q5abbJPqupqDPqq GPџ!A@4Wϳ]D01@3202?WXY_OAA0pbW:gor_oo/q_!O"_x$+Ѧr-2&x~9q/)?*O+_,o-./12WA0pA0 Ep !g79?;_>??O@_AoNT PlD @ rwHaWPMkHҿaF0Uv 4\'a`yqWP_1 L0Ѧ1@F0j3M!"1izHPaj @L0/gWG:ltZs@T?•=/WP%~9&Pdy=Pa`de P MЬRrmHעRc~2J#:[]ƧϪ߫/3bcڴc?fO/hi53DEe @p0315$4R!5Paq42V "IF14aSנRFDH(`Qʡ~k4Cg)Ow߸d œi3dIIOdh-sc " `cS 44V1e?p 50NK!SϕP`ͱˠd՝QAlV GH jl zMmonooyU2[P3n1dmC50QTADAoQRTU#WXw.0t8-hLPGv.08ow-R-gn--6 ʡuPsɰW\vo ,6hRLq.p[@ґ? ~@irj'buy6hN4qOZ7B KSm.-iIHppPpAN.0jT$`P[p"0qpfQHAfա.qO NrФ1ϕcIS-`i5ϟ 6@UVw"!mQXp/@yw8?/9 )pFzDC*0?&I@Kr+rpHg1}1-QAOO!p7Mt.0dHP D0|M8A@Kr@O,s5AQ,ѣR01jIQ@Њ$cqpg"M!M6G8-oBwpp@56bl0Kr7gagdPuQp5gupQO&\e88?QMC/0869bc254800c65bbh6600e7Z[흿ϟߠaO P.pHC=?CX~-P7awɠ~/?_$9!'D_(ߺP_Qo]YOc9 9c^_QJRyYO_şƯǿab$ʇﰟ߁/?!O"_#eB#%Ÿ(?@+o,-./ֿ23Sn K!cr]q|89</OEF?VPf^7p/Hc_pV FkyM26/?7 -՛&rlr q87a~alnK]qo/42c7b37/PVW&L$Q{@qytkiA6m``AcQ摓0P6r  / ? _!o"#c#&'/(1՟lsrcoxPEGC6G6n`y--@GNKsj ЌѐsM@WQh-f7r?:vᕀ|pxan=S)s1GM*jvu?AvPX!M2+duw0qYM1wU9Ap?#//4+O]d-3P-_.o@}ɷA}VdFGd! 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