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BREAKING NEWS & VIEWS
BPA Partners With Bizo on b2b Audience Snapshots Now, two entities that have been working on the ad and metrics side of the b2b publishing equation say they are joining technologies and data into a single dashboard. B2b ad network Bizo is blending the business demographics it uses with ad clients to target campaigns with BPA Worldwide’s BPA Interactive tool for auditing site traffic. Combined, they are building an online dashboard that is designed to give publishers a better profile of their own sites to offer advertisers. Bizo is deploying its “bizographics” data, which gleans from an array of anonymous user data the industry, company size, job function, seniority, gender, education and geography of the audiences at a site. BPA’s Interactive tool was introduced in 2008 as a way to audit site traffic. The combination of the audience data and traffic data will give both publishers and media buyers a better idea of a site’s depth and breadth of reach into the target audience. “Impressed by Bizo’s approach to gathering bizographics, we believed developing a relationship made sense,” said BPA SVP of business development Peter Black in a statement. “Bizo adds another dimension to the information we can offer. We are confident our customers will recognize the immediate benefit.” BNP Media has been a prelaunch test bed for the dashboard and is running the product across 47 of its Web sites. Bizo CEO Russell Glass tells minonline that for the time being, the service is free to publishers. "Only BNP sites are live during the test phase," he says. "Eventually BPA sites will all be measured, if they opt in." Unlike some of the more sophisticated consumer-side planning tools for media buyers, the Bizo/BPA dashboard does not tie into ad ordering systems and is not meant for media buyers, per se. The tool is offered to publishers to provide more complete audience profiling they can pass on to ad clients. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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