Demdex Comes Out Of Stealth, Offers Advertisers Their Own Behavioral Data Bank
Advertisers and websites all too often rely on other companies for data about their own potential customers. A new advertising analytics startup called Demdex came out of stealth mode today to give companies a way to store and make sense of all the behavioral data which they collect or which is collected on their behalf.
They put all of this user profile data into a “behavioral data bank” and then score each user across more than 40 behavioral and demographic variables to come up with a “traitweight.” This number is supposed to be able to help websites segment their audiences better and advertisers target their messages more exactly.
Demdex was founded in 2008, and its investors include First Round Capital and Genacast Ventures.
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