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Bazaarvoice adds ad targeting platform based on consumer intent
Moving beyond reviews and ratings, the company can now deliver ads to 75 percent of all U.S. shoppers, based on their product viewing and purchases.
For more than 5000 brands, Bazaarvoice’s cloud-based software allows visitors to rate or review products, or to upload product-related imagery.
Now, the Austin, Texas-based company is taking the next step, by announcing a first-party data-based ad platform that targets those visitors with ads and offers relating to the products they’ve viewed, rated, or reviewed.
The company says that its network of sites and apps reaches three out of every four shoppers in the U.S., tracked via cookies or mobile device IDs. The ratings, reviews, and consumer-generated content are also syndicated throughout its network, which includes Adidas, Best Buy, Crate & Barrel, and Chico’s.
“Once we see that a consumer is in-market for sneakers and goes to a retailer [site],” VP of Brand Partnerships Graham Harris said, “we can build a segment for that kind of shopper.”