Kanoodle Ads Local Target

Posted: March 11, 2005

Kanoodle claims to have a variety of behavioral targeting techniques. In reality, most of these are channel based techniques and not demographic information.

The difference between those two is very key to understanding targeting.

The use of demographic data (usually received through logins (aka Yahoo) and subscriptions (such as AOL) where an engine knows the user provided data and can use that information in targeting to a user.

Channel based targeting is where it is assumed because you’re on a truck website that your male. Then, depending on the exact product, additional assumptions into age and income may be made.

Kanoodle’s targeting works like the channel example above. In the new case of local, Kanoodle has struck deals with many local TV sites to provide local advertising data. In these cases, the channel based method should be pretty accurate. Why would I goto a Chicago TV website if I live in Los Angeles? Of course, there are some reasons, but overall, this channel based local method should provide somewhat effective.

Kanoodle doesn’t have enough advertisers to break these local channels into geo vertical channels yet. For example, if you’re a car dealer in Los Angeles, you must advertise on the entire LA website, you can’t just target the Auto section of a website. As the advertiser base grows, Kanoodle has informed me that they will grow this targeting capability.