A stealth start-up on Monday plans to take the wraps off a new advertising data exchange designed to connect publishers and advertisers so they can target ads to Web surfers. The privacy pitch: consumers can tweak the advertising data held about them.
The start-up, Bellevue, Wash.-based BlueKai, is taking a novel approach in an otherwise crowded new market for Internet advertising technologies. Many start-ups, ad networks, and Net media giants are honing technologies to leverage vast troves of data about people online so that they can tailor ads to their behaviors, preferences, or demographics--so-called behavioral ad targeting. One targeting … Read more