Resonate Raises $5 Million Second Round, Aims Ad Target At ‘Attitudes’

Resonate Networks has raised a $5 million second round for its “attitudinal” targeting, which sounds like just another word for aiming ads towards web users’ behavior or according to a site’s content. However, Resonate CEO Bryan Gernert begs to differ, saying that the Reston, VA.-based online ad firm can reach audiences based on “values, beliefs, and attitudes.”

In an e-mail message to paidContent, Gernert said, “Other forms of targeting, such as behavioral and contextual, certainly have their place. Unfortunately, these approaches also have their drawbacks, including data quality, and inherently limited inventory. Our research-based methodology and sophisticated algorithms allow us to not just reach the 10 percent who consume online content related to a contextual topic, such as

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