Two big players in the on-line marketing/search arena announced acquisitions of smaller marketing technology companies to enhance their ability to target their online offers. Fox Interactive Media (a division of News Corp) acquired Strategic Data Corporation with the intention of being able to provide better segmentation of the MySpace data it controls and thus offering better targeting capabilities. In December last year MySpace surpassed Yahoo in visits for the first time becoming the most visited site in the US.
Omniture purchased TouchClarity a behavioural targeting firm. TouchClarity’s technology platform allows advertisers to present relevant offers to site visitors based on their on-site behaviour. Couple that data with the things we already use to target offers – source, location and perhaps keyword and failure to engage (apparently) anonymous visitors with a relevant message, offer or other call to action is no longer an option.