NEW YORK, April 28, 2010 (GLOBE NEWSWIRE) -- interCLICK, Inc. (Nasdaq:ICLK) today announced the release of Open Segment Manager (OSM) 2.0, the second production version of the company's audience targeting platform. The culmination of nearly two years of product development, OSM is a watershed in data-enabled advertising, empowering agencies and marketers to apply data based on its impact on a campaign and reach the most responsive digital audiences, finally at scale.
Digital advertising has been hindered by three fundamental issues: an inability to scale data-enabled advertising effectively, difficulties in combining data across all online and offline sources, and an inability to predict the true effectiveness of that data. OSM addresses these shortcomings, aggregating facts across myriad data sources and using a new mode of analysis. This innovation reveals how different facts impact campaign performance, and allows agencies and marketers to execute on the data that achieves the best results.
Furthermore, OSM can create any audience that a client can articulate, and determine how that audience impacts their campaigns' objectives.
"There has been great advancement over the past 18 months in bringing rich targeting data to market. But access is only the first step," said Michael Katz, president, interCLICK. "The next step is deciding which data to use. Applying traditional, offline segmentation directly to online targeting generally doesn't work. OSM applies the most valuable data relative to specific campaign objectives, which means smarter spending for our agency and advertiser partners."
OSM encompasses a wide range of functionality including data planning, valuation, recommendation, and procurement. One of the largest consumers of audience targeting data, interCLICK currently leverages more than 20 different third-party sources, as well as advertiser-owned data and its own internal network data.
OSM is interCLICK's third major platform release in the past calendar year, supplementing an already robust technology infrastructure — including its core ad server and its business intelligence platform. That infrastructure provides the backbone for interCLICK's array of solutions and successful track record across multiple industry verticals, and it has fueled the company's industry-leading growth.
About interCLICK
interCLICK is a software company focused on digital advertising technology and services. Powered by Open Segment Manager (OSM), digital advertising's most effective targeting engine, interCLICK executes customer segmentation strategies, connecting agencies and brand marketers with their most valuable audiences in brand-safe environments, at unprecedented scale. interCLICK is headquartered in New York City and has offices in Chicago, Los Angeles, San Francisco, Dallas and Miami.