Audience Interests now available in Doubleclick Ad Planner

Thursday, May 13, 2010 | 10:16 AM

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Advertisers can now build media plans to reach audiences with interests relevant to their campaigns using DoubleClick Ad Planner. Audience interests represent the aggregate interests of visitors to any given website. Previously, to plan an ad campaign for a pet product, advertisers would look for sites with content about pets for their media plan. While this may be an appropriate proxy, it also may overlook some great sites, since when people are interested in a topic, they don’t only visit sites about that topic. Audience interests in Ad Planner helps advertisers find a wider range of sites for their media plan without compromising their ability to reach the right audience. With this release, the top ten audience interests for each site are now listed on the profile page for each of the millions of sites profiled in Ad Planner.

With the “Search by audience” tab in Ad Planner, selecting the “Pets” interest will reveal a list of sites that have a high affinity with audiences interested in pets. While some of the sites will be about pets, many additional sites will be about other topics. Take the screenshot below, which is from the Ad Planner profile for a site about politics. Although the site is not about pets, it scores a high (36.9x) affinity with audiences who are interested in pets, which means visitors to this site are 36.9 times more likely to be interested in pets than the average Internet population. A category filter on pets would never locate this site, but an interests search on pets would.

Audience interests gives advertisers a new tool for selecting the best sites for their media plans. To learn more about how we generate the data for audience interests, please refer to our methodology document. To try out the new audience interests features, visit