Kantar and I-Behavior Launch Targeting Service

Kantar Media has teamed up with audience targeting specialist I-Behavior to develop a service called Ad-Vantage, allowing advertisers to reach specifically defined consumer groups online.

Ad-Vantage is powered by on and off-line consumer insights from Kantar's TGI survey, and by I-Behavior's proprietary models for predicting consumer behaviour. Planners use TGO to define and build an exact target and I-Behavior then delivers the cookies to reach it.

Richard Keogh (pictured), Director, Kantar Media, comments: 'Until now, when an online ad planner got a brief to target a complex consumer group, they would have to create a proxy as best they could from online user journeys. But now, Kantar Media's Ad-Vantage initiative allows campaigns to be built around the consumer lifestyles, product usage, media consumption and attitudes that prompt particular online behaviour.'

Web sites: www.kantarmedia.com and www.i-behavior.com .