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In Canada, Tribal Fusion Launches Look-Alike Modeling as Targeting Tool for Brands

Allows Marketers to Reach Users at Scale Who Are Similar to Existing Customers (November 15, 2011)

EMERYVILLE, CA -- (Marketwire) -- 11/15/11 -- Tribal Fusion, a global digital marketing company, today announced that it has launched a new audience targeting service that enables brands to automatically advertise to people with similar online interests and behaviors as their existing site visitors and customers. The service launched across Tribal Fusion's Canadian network which reaches 69% of the online population in that country.

Thought to be the first of its type in Canada, Look-alike for Brand is a new audience targeting model that uses Tribal Fusion's audience profiling technology to identify the precise online interests of people who visit and buy from an advertiser's site. The tool then enables that brand to serve ad campaigns to people who demonstrate the same interests across the Tribal Fusion global network of 477 million users.

For example, if a car manufacturer's customers show a higher-than-average propensity for reading content about a particular kind of gaming console, the auto maker can advertise on the Tribal Fusion network to other online users that have looked at similar gaming consoles.

Look-alike for Brand enables brands to scale the reach of their online campaigns with greater efficiency than traditional online targeting techniques.


"Look-alike modeling transforms the way online brand campaigns are planned and bought. Currently, advertisers determine their target audience, either by demographics or user interests, and then buy sites and audiences that most closely match that target," Doug Conely, senior director of data and targeting at Tribal Fusion, said. "Look-alike modeling instead starts with the brand audience, site visitors for example, and then builds scale by finding users that 'look like' that audience."

Mr. Conely added that, since Look-alike for Brand precisely gauges the size of audiences with particular interests, it enables advertisers to accurately forecast the scale and efficiency of any look-alike model they use.

"Look-alike for Brand also offers transparency to online media buyers, enabling them to be very clear about the trade-off they make between campaign reach and performance. This kind of transparency is transformative in allowing media buyers to make informed decisions," Mr. Conely concluded.

Tribal Fusion's (www.tribalfusion.com) premium advertising network delivers engaging solutions for our premium brand advertisers across over 2,000 sites that reach over 477 million users worldwide every month. The company is built around dedicated vertical teams that leverage their industry-specific knowledge of "what works" to create fully customized advertising solutions to help companies capitalize on opportunities at every level of the consumer decision process. Tribal Fusion delivers superior results for brand advertisers across a transparent list to high quality sites, thus providing a safe, cost-effective alternative to buying on portals.

Tribal Fusion® is owned by Exponential Interactive, Inc.® (www.exponential.com), a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers.

George H. Simpson
203.521.0352
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