BPA To Develop Audience Profiles from BBN Ad Network
Agreement will drill down by site, market segment.
BPA will document the quality and content of the BBN audience in aggregate, by vertical market and by Web site for more than 800 b-to-b sites from more than 70 media owners. Members include Cygnus Business Media, McGraw-Hill, Stamats Business Media and Summit Business Media, as well as U.K.-based publishers such as Haymarket and Incisive.
BBN claims it reaches more than 50 million b-to-b buyers. "Working with BBN, we will be able to provide quality user profile information to members across the entire network," says BPA president and CEO Glenn Hansen in a statement. "The user data will be valuable to both Web sites and advertisers as they target their products to the best possible audiences. It is this kind of information that buyers of online advertising have been requesting."