Behavioral Targeter AlmondNet Spins Off Data Division

With the use of real-time bidding and “data management platforms” becoming more mainstream among advertisers, veteran behavioral targeter AlmondNet will try to better capitalize on the changing nature of media buying by spinning-off of its data division into a stand-alone company called Datonics. At launch, Datonics is announcing deals with DSP and DMP providers interclick and Turn.

The move toward audience buying as part of behavioral targeting has been accelerating the last few years. The idea — and the threat to publishers, it has to be said — is that shoppers for food, cars, packaged goods and every other category are available all over the web, and if you can find those specific consumers you want to reach with your ad message, why not do that instead of buying space on a website as if it were a magazine or a newspaper or a TV station.

Audience buying, as opposed to paying for placement on distinct websites that appeal to certain demographic groups of consumers, is increasingly the preferred way of advertising online among marketers. “DMP” has become the hot online ad acronym this year, attracting the kind of interest and fascination that DSP, or demand-side platform, did last year). As such, companies in the ad tech space — whether originally formed as ad networks or behavioral targeters, data is the central quality in online advertising these days.

As the space has evolved, AlmondNet saw it had the makings of a separate business on its hands. Datonics works with ad networks, exchanges, DSPs, DMPs and it hopes to appeal directly to publishers as well by crafting arrangements that are intended to balance the “audience buying” related to direct site sales.

In forming the new entity, Michael Benedek will move over from his job as president of the company’s data division to head Datonics as CEO. The new company will be based New York City, as is AlmondNet, and it will maintain a research and development center in Tel Aviv, Israel.