MediaBrokers is bringing a new behavioural targeting tool to the UK next week in a bid to provide an alternative to search marketing.  The solution, called MediaBroker’s Selector, lets advertisers divide users into cookie-based segments by tracking action tags on the Atlas Publisher ad network. It has been tested by Web Liquid across its client base including Hilton International. 

Selector lets advertisers target customers for upselling campaigns or according to conversion – how far they have gone in a site journey. This means an advertiser can serve ‘re-messaging’ advertising to users who visited its site but failed to complete a sign-up process or sales transaction. By driving users back to their sites, advertisers can increase overall campaign conversion rates and ROI.

Selector differs from other advertiser-side behavioural targeting tools, such as Advertising.com’s Leadback, in that it’s compatible with existing Atlas DMT tracking tags. Atlas estimates its tags are used in some 60% of UK advertisers’ Web sites.

MediaBrokers MD James Aitken said that the 3.2% conversion rates achieved by the trial of Selector represent a credible alternative to pay-per-click search marketing. “We’ve put up a barrier to competitors trying to come into the space,” he said. “There are valuable impressions in unsold media, and this shifts untargeted media to targeted media.”