Targeted adverts for P2P

AlmondNet, Inc. and Intent MediaWorks will separate the appropriate from the irrelevant to exclusively bring you only the good ads.

Should your browsing habits make you fair game for any advertiser or should you only be subjected to ‘relevant, targeted interactive ads’?  The latter option is obviously a lot more preferable, and if done in the right way, it shouldn’t be too much of a nuisance.

Two technology companies in New York and Atlanta are trying to achieve the latter option and have consequently signed a deal whereby advertisers can target specific ads to P2P users.

During the download process users are served ads via the INTENT MediaWorks client, using AlmondNet’s technology, which is cookie based and they say doesn’t collect personally identifiable information, adverts should be targeted.

The two companies involved are AlmondNet, Inc., a New York-based advertising technology company that offers web publishers targeted ads based on audience attributes, and Intent MediaWorks, an Atlanta-based company that provides a technology platform for secure distribution of content via legal peer-to-peer networks. They have signed a co-operation agreement whereby Intent MediaWorks will use AlmondNet’s patent-pending behavioural targeting technology to target ads to P2P users who use their secure distribution platform.

Intent MediaWorks already has technology that allows recording artists and music companies to distribute their digital content securely via major P2P systems like Kazaa, Gnutella, and Bit Torrent. INTENT say they already has 600 artists on its books for music distribution.

Ads come in good, bad and ugly flavours, not to mention irrelevant and downright inappropriate. As usual it is the 18-34 year old that is being targeted in this space, and while one has to be slightly suspicious about users being targeted based on their online behavior and interests, since no ad campaign is altruistic, at least they are being spared the irrelevant and inappropriate.

We’re not certain that anyone who is downloading via a P2P network will be looking at their screens while the files are coming down, it’s normally a fire-and-fire operation. If this is widely-so, we’re not sure who is going to pay to advertise?

AlmondNet, Inc