Specific Media unveils Smartcast ad targeting tool

Available to advertisers across the UK with immediate effect, Smartcast combines Specific Media’s behavioural targeting technology and consumer insight data to allow advertisers to take over its network. It focuses on targeting customers who have previously demonstrated an interest in the brand or product offering, rather than all online users.

By using Smartcast, Specific Media said advertisers needed to buy fewer impressions to reach their target audience, as every ad served is delivered to a user that has already been identified as being interested in the product.

Colin Petrie-Norris, managing director of Specific Media International, said: "In the current economic climate, advertising investment is coming under increasingly close scrutiny and it becomes a business imperative to cut down on wasted advertising spend."

Specific Media serves ads over a publisher network of 450 UK websites, but collates data on consumers’ online behaviour from millions of websites globally to create non-identifiable unique user patterning, based on web browsing behaviour.