Story image

RadiumOne leads way on social data advertising

23 May 2011

According to TechCrunch, online advertising company RadiumOne is the leader in a "new breed" of advertising networks using social data-based targeting.

With normal advertising, networks auction ad space - in real time - to decide what to display based on certain profiles. TechCrunch said, "RadiumOne builds a different profile for you than its competitors, though, and may grab ads that others leave untouched (or just pay more). The reason? They've built your profile based on what your friends like, too."

How is the profile built ?

Via data deals with all those sharing widgets you see on websites from companies like ShareThis, AddThis and AddToAny. Users of those services spread links on social networks. Through a combination of unique URL shorteners and cookies they are able to create a profile for people clicking on the links, as well as the implied social connection.
The success of this approach can be measured in dollars. Apparently one retailer went from $8 returned per advertising dollar spent to $14 with RadiumOne.

Now RadiumOne is using cash from a recent funding round to buy the widget companies outright, effectively cornering the market.

Read the full story here.

Waikino School's $10k win turns shipping container into STEM learning hub
A school in the Coromandel now has an interesting base for its STEM learning projects – a decked out shipping container complete with solar panels and a 3D printer.
You're invited: Adobe Symposium 2019, Sydney
The event will bring together 4000 business leaders, marketers, IT and digital experts, as well as creative professionals to Sydney’s International Convention Centre in the heart of the city.
Toshiba launches fast rotary cutter for B-EX6T1 printer
Intended primarily for industrial applications, these popular printers combine state-of-the-art technology with usability, reliability and low TCO.
How to avoid disappointment from SEO 'cowboys'
"Many business owners, even marketing managers, can find themselves out of pocket for thousands of dollars before they know it because they don't understand some of the fundamentals."
Why accelerating the uptake of tech in the NZ economy is crucial
“Historically, New Zealand has been more of a tech taker than a tech leader."
Breakthrough research to revolutionise internet communication
Every email, cell phone call and website visit is encoded into data and sent around the world by laser light.
Paving the road to self-sovereign identity using blockchain
Internet users are often required to input personal information and highly-valuable data from contact numbers to email addresses to make use of the various platforms and services available online.
Farmers looking for data to help change bad habits
It is no secret that agriculture is a massive cause of environmental issues in NZ. Farmers say they are willing to change, if they get the right data.