BBN and BPA reach agreement to provide user demographics from network's BtoB sites
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Shelton, CT January 13, 2011 – Ad network BBN and global media auditor BPA Worldwide have announced a strategic relationship to develop standardized reporting metrics and demographic profiles for BBN’s b2b online audience.
Through the agreement, BBN and BPA will document the quality and quantity of the b2b online audience in aggregate, by vertical market and by specific web site.
According to BBN Chairman Derek Reisfield, “BBN has received many requests from publishers and advertisers alike for uniform and comprehensive demographic and user data. It is BBN’s belief that the most qualified and trusted way to acquire such data should be gathered through a validated and highly regarded third party- not through behavioral or various ad serving means.”
Under the terms of the agreement, BBN will work with BPA to provide web traffic data and user demographics to BBN’s network of over 800 b2b sites owned and operated by over 70 media owners. Audited web traffic will be delivered via the BPA Interactive tool, powered by Nielsen. User demographics will be acquired through surveys via BPA’s existing relationship with Nielsen; as well as demographic overlays from BPA’s current agreement with Bizo.
For those brands that are already members of BPA, the web audit service is available at no additional charge.
“Working with BBN, we will be able to provide quality user profile information to members across its entire network,” explained BPA President and CEO, Glenn Hansen. “The user data will be valuable to both websites and advertisers as they target their products to the best possible audiences. It is this kind of information that buyers of online advertising have been requesting.”
Upon completion of data collection and verification by BPA audit professionals, this data will be aggregated to establish a BBN / BPA resource for individual media owners to create their own direct selling tools. This resource will contain data for BBN’s partners in aggregate, as well as provide the same for each of BBN’s vertical channels.
About BBN. BBN provides advertising clients targeted reach to qualified business media audiences through a variety of digital media platforms including website, email, and custom programs. BBN utilizes 24/7 Real Media’s award-winning ad serving and campaign management platform, Open AdStream®. BBN Networks is a privately-held company based in Washington, D.C. For a complete listing of BBN partner publishers visit www.theb2bnet.com.
