TARGETING: IN FOCUS
TACODA, Inc.
Reach & Frequency
What types of sites do you target? Is there a particular focus that sets you apart from competitors?
Tacoda targets people, not pages. Partnering with more than 3,000 premium websites Tacoda delivers online brand advertising at scale within branded publishers that any marketer would be proud to be associated with.
Tacoda operates the world's largest and most sophisticated behavioral targeting ad network focusing on audience related products and services.
What is the combined reach of your network? (in unique users)
In the past 90 days, the number of monthly unique visitors has jumped from 85 million to 130 million and the number continues to grow.
What is the total number of ad impressions across all of your sites per month?
Each week Tacoda runs an average of nearly 80 campaigns. In the past 90 days, the number of monthly ad impressions has increased from roughly 300 million to above one billion.
What is the average frequency per reach?
Tacoda typically limits the frequency of its campaigns to no more than four views per unique user per day.
What is the average frequency of consumers?
In certain segments consumers have a frequency of more than 20 times per month.
Pricing
What’s your pricing structure(s)?
Tacoda provides tiered CPM pricing models based on the number of segments included in a campaign and the overall volume of the campaign.
Formats
What types of formats and ad units do you accept?
Tacoda accepts IAB standard units; 728x90, 300x250, 120x600 and 160x600 and has certified PointRoll, KlipMart, Unicast, Interpolls, Poindexter and Eyeblaster for their respective in-banner executions.
Segments
Describe the audience segments your company uses and how that system of segmentation differentiates you from your competitors.
Tacoda has developed a proprietary taxonomy and segmentology for assembling data into meaningful segment profiles for marketers. There are several differentiators that makes Tacoda’s “Behavioral Targeting” behavioral targeting including:
- A library of over 250 transparent, pre-built audience segments
- The ability to create custom segments on the fly
- The ability to create post-campaign reports that show delivery and performance characteristics by dozens of hundreds of different segments, regardless if the campaign was actually targeted to that segment
- The ability to transparently modify segments on the go to optimize campaigns
Data Points
Describe the data points your company uses and how that system of segmentation differentiates you from your competitors.
With Tacoda’s proprietary taxonomy and segmentology technology, consumer media consumption habits are observed through direct relationships with media and ecommerce publishers. This enables Tacoda to view all consumer behaviors within those sites, unlike many of the other ad networks who are only using cookie-based response and under valued pages with ad tags for data collection
Do you track behavior through cookies or some other technology? If something other than cookies, what is it?
Tacoda uses cookies to manage user profiles. Tacoda believes in consumer control and we rely on the standard browser tools like other third party ad servers to provide consistency and control.
What percentage visibility do you have of a consumer’s total online behavior?
Tacoda sees 100 percent of a user's behavior through those publishers it has partnered with.
Privacy
How do you address privacy?
Privacy is a topic that Tacoda is very concerned about has taken many steps to ensure consumer privacy and protection. Tacoda is a member of NAI, TRUSTe, and ensures all publishers are in compliance with FTC regulations for the protection of minors and general privacy practices.
How are consumers notified that their behavior is being observed?
Currently, Tacoda requires all of its publisher partners to include full disclosure in their privacy policies. Tacoda continuously works on new methods for consumer disclosure.
Do you collect any personally identifiable information?
Tacoda does not collect personally identifiable information. All data that Tacoda has access to and/or is collected within the Tacoda Audience Networks is anonymous.
What steps do you take, if any, to protect the privacy of the end users?
As stated previously, Tacoda is a member of NAI, TRUSTe, and ensures all publishers are in compliance with FTC regulations for the protection of minors and general privacy practices. Additionally, Tacoda provides multiple options for the consumer to opt-out of Tacoda cookies. Tacoda’s back end technology contains a robust system for segregating individual publisher information within its databases.
Clients
Can you please name some of your major clients on both the publisher and advertisers sides?
Publishers: Cars.com, Advance.net, HGTV/Scripps, ABC Television, Tribune Company.
Advertisers: Monster, AOL, HP, Tickle.
Client Testimonial
Working with Tacoda has been great. Through the use of their behavioral targeting engine and Tacoda Audience Networks, we are getting a better understanding of who our users are.
We do not register our users so through the use of census data and geo-demographic segmentation, Tacoda has helped us bring these two areas together to get a better understanding of our audience. From here, the Weather Underground sales team can put together and sell solid behavioral targeted campaigns.
The Tacoda Audience Networks then allows us to fine tune proposals because we have an even better understanding of who our users are without the user having to register with us. It has definitely been a win for us to work with Tacoda.
-- Eric Strong, sales director, Weather Underground
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