Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Canon introduces behavioral targeting

Published on .

Los Angeles—Canon Communications, a b-to-b media company serving the technology-based manufacturing sector, 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 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.”

Most Popular
In this article: