TACODA - where the people are

What is TACODA?

TACODA®, Inc. is the world’s largest and most advanced behavioral targeting advertising network. Since 2001, TACODA has provided a comprehensive range of behavioral targeting solutions to thousands of Web publishers and brand marketers. Our patent pending technologies power TACODA Audience Networks and enable brand advertisers to target relevant messages to specific audience segments.

TACODA has established partnerships with more than 4,000 Web sites and reaches more than 150 million unique visitors per month. Major media partners include The New York Times Company, NBC Universal, Hoovers, Scripps Broadcasting, Dow Jones, and Kelley Blue Book.

Virtually every top 100 online advertiser has run campaigns on TACODA-enabled Web sites.

What is TACODA Audience Networks?

TACODA Audience Networks is an advertising network that enables publishers to generate more revenue, better insights and extend their reach with their audience and inventory.

How does TACODA Audience Networks work?

TACODA leverages its proprietary, behavioral targeting technology on participating partner Web sites to collect anonymous, non-identifying information and group visitors into valuable behavioral segments. These visitors then receive advertising most relevant to their interests whenever they visit a participating Web site on TACODA Audience Networks. For more information, please visit our Privacy Policy.

How can my Web site participate?

Joining TACODA's Network is easy. There are two ways to participate in TACODA Audience Networks:

1. Audience Provider

   By simply adding an Insight tag to your Web site(s), you can create a new revenue stream without serving any ads or contributing inventory. Visitors' activities are collected and used in-conjunction with other Web sites to create valuable audience segments.

2. Inventory Provider

   Participating Web site(s) provide inventory and audience information to TACODA and earn a higher effective CPM. To obtain this benefit, simply add the TACODA ad tag to your Web site(s), select the campaigns you would like to have delivered and begin earning revenue.

What are the benefits for my Web site?

Web sites that provide audience information and/or inventory benefit by:

• Generating incremental revenue stream without dedicated inventory or wasting operational resources.
• Receiving higher effective CPMs on undersold and under valued inventory.
• Selecting from premium national branded advertisers to run on your Web site.
• Extending the reach of your audience on TACODA Audience Networks with Audience Access.
• Gathering additional information about your audience composition.

How is TACODA Audience Networks different from other advertising networks?

TACODA’s network differs from others in a number of important ways:

Scale

• TACODA has the second largest reach of all ad networks according to Advertising Age, March 2006.

Quality

• TACODA has partnered with ContentWatch to guarantee that ads served over TACODA Audience Networks, the nation's first and largest behaviorally targeted network, are not associated with inappropriate content.
• TACODA only works with premium brand advertisers and does not actively solicit direct response advertisers.

Transparency

• Advertisers, upon request, will be given a list of all Web sites providing inventory in our network.
• Publishers have the ability to review and select campaigns for inclusion on their Web site(s).
• Comprehensive campaign information, including creative, scheduling, gross CPM, advertiser and targeting criteria, is available to publishers.
• Access to summary inventory reports is made available on a daily / monthly basis.
• Detailed reporting for impressions, performance, and associated revenue for every campaign associated to a publisher’s Web site.

Audience Management

• TACODA enables publishers to gain valuable insights about their audience composition and media consumption habits.
• Publishers can extend campaign reach and drive loyalty via access to their audience on the TACODA Audience Networks.
• Publishers can take advantage of behavioral targeting and sell against their own audience across the TACODA Audience Networks.

Why would advertisers run campaigns on TACODA Audience Networks?

National advertisers run large branding campaigns on TACODA Audience Networks to reach targeted audiences at scale, in uncluttered, quality Web site environments. They can achieve the massive reach that their campaigns require. And, they can do so easily, through a single point-of-sale and with cost-effective pricing. Through TACODA Audience Networks, advertisers reach valuable audiences with less waste in a simple, cost-effective process backed by a high degree of trust. Advertisers also obtain key insights into the audience composition of their prospects and customers.

How do publishers make money from participating in TACODA Audience Networks?

Participating Web sites may monetize their audience by simply providing anonymous, non-identifying audience behavioral information. Additionally, publishers can receive revenue by providing some of their Web site(s) inventory on which advertisers can place behaviorally targeted ads.

How are my visitors' privacy protected?

TACODA considers privacy to be of paramount importance and acts with the utmost respect for its protection. TACODA only uses anonymous, non-personally identifiable information (non-PII). All user information is amassed into segments. TACODA does not permit data to be shared between or among publishers; we only "match" it for targeted ad deliveries. TACODA is the first ad network delivering direct to consumer notification on the use of cookies and is TRUSTe certified and compliant with the FTC-endorsed NAI (Network Advertising Initiative) principles. For more information, please visit our Privacy Policy.

How are ads delivered to our Web site?

Ads are delivered via a simple, one step tagging process. Web sites simply place a TACODA ad tag on the Web page(s) or on the ad server that they want to run TACODA-placed ads. Once the tag is set, TACODA uses its proprietary behavioral targeting technology to deliver an ad to each visitor on that page, based on the particular segment in which they have been placed.

What if a visitor to one of our pages cannot have an ad behaviorally targeted to them?

For those visitors that do not fall into a targetable audience segment, TACODA will deliver a run-of-network or default ad.

Why should we participate if we already sell out Web pages at high prices?

Publishers can create a new revenue stream by providing behavioral information for targeted inventory off-site. Additionally, with Audience Access, publishers can reach their audience(s) outside of their own Web site(s). This is achieved by purchasing inventory on TACODA Audience Networks that will deliver their client's message and be targeted to their distinct audience.

What type of advertisers are we likely to obtain?

TACODA works with top brands in all categories. Publishers retain the ability to review and include all campaigns that are delivered on their Web site(s).

Will partnering with TACODA conflict with my direct sales channel?

No. TACODA focuses on selling undersold page inventory, leaving premium, in-demand inventory available for sale by the publisher. Most importantly, TACODA is focused on obtaining major brand advertisers through selling audience segments, NOT contextually branded Web sites. To further reduce sales conflicts, the use of behavioral targeting ensures that an advertiser has no control over content adjacency with a particular Web site. This leaves ample opportunity for a site to sell branded sponsorship and share of voice programs to the same advertisers sold by TACODA.

Why are behaviorally targeting ads effective?

TACODA targets people, not pages. Delivering advertising that is more relevant to the consumer the advertising tends to deliver better results. This creates value for a publisher's unsold inventory. Behavioral targeting, as implemented by TACODA, makes Web site inventory available for sale based on the value of the Web site's audience, rather than the particular section of a page.

What types of Web sites are best suited for TACODA?

Many types of Web site(s) can benefit, from niche or local sites with five million page views per month to large, national sites with more than 100 million page views monthly. Specific examples of ideal Web sites include:

• Web sites with significant reach and undersold and/or under-priced inventory.
• Web sites with various content categories on which visitors demonstrate easily observed behavior.
• Niche or highly vertical Web sites with rich content and audience information.
• Inventory constrained Web sites that are looking for new revenue streams.
• Web sites that are looking for ways to extend the reach of their audience and provide new outlets for their advertisers.

What ad sizes and formats are supported?

The network supports the following standard IAB sizes:

• 728x90 Leaderboard
• 160x600 Wide Skyscraper
• 300x250 Medium Rectangle

Most rich media formats are supported.

Can we still participate with other ad networks?

Yes. Participation in TACODA networks is non-exclusive and does not preclude publishers from participating in other ad networks or broker networks.