The Globe, an online community that
claims more than 1.2 million members, introduced “key-value targeting,” an
integrated database solution for advertisers.
The site said advertisers can now target their desired demographic audience
by theme or functionality, and even more specifically, by age and gender
with The Globe’s re-designed site.
The redesign caters to consumers with theme-based cities that cover topics
ranging from music and money to sports and romance while still receiving the
core services of a virtual community, including mail, chat rooms and homepage
Advertisers or partners are built into the relevant content areas of the site
like Delta’s Dream Vacations in Metro, The Globe’s travel section, in
addition to showcasing their travel deals in the marketplace.
Marketers can also buy sponsorships of functionalities like The Globe’s
Homepage Builder, which is currently sponsored by Microsoft’s Front Page 98,
the company said.
“Both off-line and on-line brands can now more efficiently reach the maximum
number of users, through our innovative targeting capabilities,” said Stephan
Paternot, president of The Globe. “Key value targeting completely customizes
the online advertising opportunities by piggybacking our significant database
of user information on our current ad serving technology.”