New Software Release Targets E-mail Marketing

Digital Technology International has released its latest DTI AudienceReach software, which now includes targeted e-mail marketing. Enabling news media organizations to better know and accurately target print and online readers, DTI AudienceReach also provides extensive direct marketing tools.

DTI AudienceReach automates the collection, analysis and use of audience data. The Audience Genome is a multidimensional profile that provides information for targeting ads and other content while maintaining individual privacy. It allows audience data to be gathered from many sources: circulation systems, subscriptions, advertising, coupon responses, Web site activity and online purchasing history. It also enables integration of psychographic, lifestyle and interest data from third-party sources.

Data within DTI AudienceReach is used to enable publishers to target content in much the way search engines target advertising based on queries. DTI however, uses richer and deeper data so that targeting is more accurate and more personal. Greater ad precision yields higher value CPM and CPC ad rates and allows publishers to keep all online ad revenue.

The targeted selection engine can be integrated with ad network services such as Google’s AdSense, Yahoo’s ATP, DoubleClick, Rubicon and OAS. News groups participating in ad network partnerships can leverage the key-interest information in DTI’s audience solution to request targeted ads from the networks.

“Ad targeting is a new revenue source for every newspaper,” DTI Marketing Vice Presdient Steven Nilan said in a statement. DTI’s solution, he added, “maximizes the value of advertising for the advertiser, optimizes the rate for the publisher, and provides highly sophisticated targeted direct marketing and e-mail capabilities that maintain and increase circulations.

—Nielsen Business Media