Today the UK firm Visual DNA announced that Robert Tercek has joined their Board of Directors. Here’s the link to the TechCrunch coverage.
For several years, Visual DNA has been developing sophisticated tools for online publishers and advertisers, operating as Imagini Europe. Now the company is in the process of expanding their operations to North America. They have rebranded the company to match the name of their flagship product.
They recently hired my friend and former colleague Leighton Webb as managing director of the North American operation. This week, Leighton is opening the Visual DNA office in New York City.
I believe that Visual DNA is solving a very difficult and important problem: matching advertisers efficiently with target audiences. Accurate behavioral targeting is a big win for the entire digital content ecosystem.
I am committed to this company because they bring a much-needed solutions to online editions of newspapers and many other publishers. Visual DNA already counts many of the top UK newspapers among their clientele.
Having managed consumer destinations on the Web, I can tell you that the Visual DNA solution is a giant step forward for publishers who suffer from downward pressure on pricing for both premium and remnant advertising.
Since the advent of the World Wide Web, there has been plenty of bold talk about 1:1 marketing and precision advertising. After all, the web is the first truly addressable and responsive platform. But until today, the results have languished somewhat. Now, with the introduction of Visual DNA, it is possible for publishers to get a deep understanding of exactly who is visiting their web site and what they are really interested in.
This is obviously great for advertisers and agencies, but it also brings big benefits to consumers (who will see better content recommendations and more relevant and meaningful messages from advertisers) and to publishers (who enjoy greatly enhanced CPMs when they deploy Visual DNA).