You are probably unaware of it, but someone has put you in a box. Without your knowledge, you have been categorized. That category might not even be accurate. Whenever you visit a web site for the first time, analytics software tracks which pages you look at and gathers information about you, such as the language in which you view the site, your operating system and your IP address. Based on those details, the software places you into a pre-defined audience segment. The next time you visit that website, you will be shown an ad deemed relevant your audience segment. Sometimes, that ad will appeal to your interests or needs. Other times, it will not. Paul Goldenberg, CEO of Live InSite, commented, “What we’ve found during research is that readers like it when they receive relevant ads. Non-relevant ads are creepy.”
Founded in 2009, Live InSite is a Toronto-based company which provides a real-time audience segmentation, marketing, and interaction solution. The business recently announced that it had received funding from the Business Development Bank of Canada (BDC). With this financing, Live InSite can work towards successful commercialization of its SaaS offering.
The company’s software captures everything a user does while looking at a website: the speed at which he or she navigates a page – hovering over an image or phrase, highlighting or clicking on a “like” button. Live InSite weights those actions, using an algorithm to calculate the frequency, density and relevancy of the words that define the subject matter the reader is viewing. An ad appears on the page based on the site’s content and the reader’s behaviour. As the reader’s actions change, so does the ad. While algorithms to determine audience segmentation are not new, live data capture is.