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BtoB

Canon debuts behavioral targeting

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Los Angeles—Canon Communications, a b-to-b media company serving technology-based manufacturing, announced it will launch a new platform to enable behavioral targeting advertising on its 45 websites. The platform will use Google/DoubleClick's Boomerang for Publishers service, which tracks users to deliver relevant advertising and content.

Canon said that an initial test campaign on EDN.com yielded a click-through rate 49% higher than traditional campaigns.

“By targeting ads served based on demonstrated interests, our websites become more pertinent to our user base,” Charles McCurdy, Canon CEO, said in a statement. “Suppliers to advanced manufacturers—our advertisers—can make marketing budgets more productive and receive more highly qualified, actionable leads.”

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