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Reply.com, a San Ramon-based online marketing company, has launched a new product called Click Marketplace that it hopes will give small businesses that don’t typically have large ad budgets access to highly targeted advertising. Reply.com CMO Brian Bowman says that while other ad platforms offer geo-targeted ads, they tend to be more expensive than normal ad campaigns, and are also prone to incorrectly assessing a web user’s location. Conversely, he says that Reply is offering smaller, more targeted campaigns that rely on user input to ensure that the ads are relevant and the users are engaged.

The system primarily relies on inserting a ‘middle-page’ between each ad and the ultimate destination. After clicking on an ad, users are prompted to enter basic information depending on what industry the ad is associated with. Browsers clicking on an automobile ad might be asked their zip code and the the make and model of the car. Depending on the user input, Reply will send the user to one of the advertisers from its pool of participants in the Click Marketplace.

While using this system of inserting a ‘middle page’ to gather information will likely see many users leave without ever visiting an advertiser, advertisers on the platform will know that visitors who do wind up clicking through are genuinely interested in their product.

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Source: TechCrunch
Original Article: http://feedproxy.google.com/~r/Techcrunch/~3/StiXVQqZxrs/