Online advertising network Turn announced last week the
release of a dynamic pricing solution for behaviorally targeted advertising.
Most networks currently price behavioral offerings as a premium above a fixed
CPM (cost per thousand impressions) price for standard inventory on the promise
of performance. The problem is that this method does not account for recency of
behavior or relevance of users to the advertisers message. Turn's solution
prices inventory based on value to the advertiser and the actual measureable
performance of the campaign.
"Our dynamic pricing model is an alternative to how advertisers are
purchasing behavioral inventory today. In this world, offerings aggregate all
users in the behavioral segment and every impression is assumed to have equal
value to the advertiser. In reality, all users are not equal and pricing should
reflect that," comments Dominic Bennett, vice president of engineering at Turn.