What are your monthly impressions?
Tribal Fusion serves 12 billion impressions per month.
How many unique visitors are there within your network in a given month?
Tribal Fusion has 81 million unique U.S. users and 150 million worldwide (comScore MediaMetrix December 2005).
How many sites are in your network?
Tribal Fusion represents more than 900 publishers.
What kind of targeting do you provide? How is this targeting achieved?
Tribal Fusion offers a variety of unique targeting capabilities that allow advertisers to deliver the right message to their target audience. From behavioral to DMA to broadband, Tribal Fusion's targeting is tailored based on a partners specific campaign needs, goals and objectives. Targeting is achieved with Tribal Fusion's proprietary optimization technology and each campaign can be customized based on a number of different targeting options:
Target by content channel and sub-channel: all Tribal Fusion sites are organized into 15 deep content channels and more than 100 sub-channels. Tribal Fusion indexes publisher content and then places each page into relevant channels (the same publisher site may even have content in several different channels), providing advertisers with the opportunity to target their ads to environments with contextual relevance. This offers an advertiser on the Tribal Fusion network the more flexibility to optimize their site selections to directly target the most relevant audience.
Target by demographic segment: Tribal Fusion uses comScore and proprietary data to select sites or specific areas within sites that index high for an advertiser's pre-selected target audience.
Target by behavior: Using our proprietary Imprint technology, Tribal Fusion advertisers can target users based on specific behaviors, and re-target those consumers that have already expressed an interest in their offering during a past session on the network.
Target by day of week and day-part: The Tribal Fusion ad server is able to target and optimize campaigns based on times of day that perform best for an advertiser's campaign.
Target by geography: the Tribal Fusion ad server can target ads by zip code and DMA.
Do you accept all forms of rich media? How about video?
Tribal Fusion accepts all forms of Rich Media, including all video formats. Tribal Fusion has a unique relationship with our publishers -- we focus on building revenue sharing partnerships. Working closely with publishers enables us to customize rich media, including video, into specific and high-impact site sponsorships that other networks cannot provide. More recently, we have partnered with several of our publishers to offer pre-roll video opportunities across several content verticals.
What is a distinguishing feature of your network? Do you cater to a particular kind of audience or site?
Tribal Fusion's strong publisher relationships deliver several important benefits for advertisers. We work closely with our publisher partners to secure the early exposures in a user's session, as many advertisers are beginning to understand that these impressions deliver the best results (for both branding and performance campaigns). From custom social networks to micro-sites, we work with our publishers to develop custom immersive ad solutions for our clients. And since many of our publishers have Tribal Fusion hard-coded into their sites, advertisers often see better performance from their campaigns when running on our network of sites.
Is there anything else you'd like to say about the network or about the online advertising industry in general (prognosis, needs for change, et cetera)?
Transparency. As ad networks become a fixture in media plans, advertisers should have complete visibility and understanding of the sites on which they are running. Beginning with planning and throughout a campaign, they are entitled to assurances that they can see their message running on sites that are reaching the audience that they are targeting, with placements that offer rich, relevant content.
What is your website?
http://www.tribalfusion.com/
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Jim Meskauskas has spent the last ten years working in media at advertising agencies, handling both online and traditional media accounts that ranged from Nestlé Beverage to Amazon.com to Schering-Plough. Most recently he was partner and Chief Strategic Officer with Underscore Marketing. He is also a principal and Vice President of Media with Pericles Consulting, an online political marketing agency, whose clients have included the Bush-Cheney 04 re-election campaign and the National Republican Senatorial Committee. Jim is iMedia Connection's Media Strategies Editor.