February 1stBehavioral Advertising Ventures Heat Up
Christopher Kenton
Yesterday it was PowerReviews, today it’s [tag]Aggregate Knowledge[/tag], another venture taking concepts proven on Amazon and applying them to the wider Web. Where PowerReviews is extending consumer reviews across the Web, Aggregate Knowledge is extending what they call in Information Science “genreflecting”–in this case, making product recommendations based on shared affinities with other consumers.
Aggregate Knowledge’s various ”Discovery” products work by collecting consumer behavior in the form of clicks and purchases, and then using the data to reflect back to other consumers with similar behaviors suggestions for other products and content. It’s like the popular Amazon feature “Customers who bought this item also bought….”
According to Aggregate Knowledge’s product announcement at Demo, their system was responsible for driving 20% of all products purchased at Overstock.com over the holiday season. But they’re not just pointing their engine at online retail, they’re also addressing online media, with more targetted content and advertising based on identified affinities among readers.
Yesterday it was PowerReviews, today it’s [tag]Aggregate Knowledge[/tag], another venture taking concepts proven on Amazon and applying them to the wider Web. Where PowerReviews is extending consumer reviews across the Web, Aggregate Knowledge is extending what they call in Information Science “genreflecting”–in this case, making product recommendations based on shared affinities with other consumers.
Aggregate Knowledge’s various ”Discovery” products work by collecting consumer behavior in the form of clicks and purchases, and then using the data to reflect back to other consumers with similar behaviors suggestions for other products and content. It’s like the popular Amazon feature “Customers who bought this item also bought….”
According to Aggregate Knowledge’s product announcement at Demo, their system was responsible for driving 20% of all products purchased at Overstock.com over the holiday season. But they’re not just pointing their engine at online retail, they’re also addressing online media, with more targetted content and advertising based on identified affinities among readers.