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Critique of’s new Behavior Match product launched a new product called Behavior Match that I read about in an advertisement cloaked as data driven article in Seeking Alpha.  (Reprinted (or originally) on their blog)
This comes dangerously close to my day job, so I want to be clear that I am just reacting to what I read in that article.  The product might be great.  Compete is certainly great.  Etc…..

Anyway, I have to say that I feel like they kind of miss the boat.  I have always felt like looking at the size of the target market and looking at the composition index can be misleading (less so if the composition index is off the charts).  So in the first example, indicates that “Among this list, is the best advertising opportunity for Johnson and Johnson to reach young and expecting mothers”.

Is it really?  Probably, relative to a site like Yahoo, this is true.  The CPMs are likely comparable and the fact that AOL indexes higher implies that fewer impressions are wasted on poor fit.  However, if sites on the list like Myspace and Youtube have CPMs that are much lower (likely), the cost per relevant impression may be lower.

Let’s move on to the second chart.

Here, one of the stated conclusions is: “A campaign focused across many torso domains has the same reach opportunity as a larger internet property”.  (A torso domain being neither head nor tail of the Internet.)

Once again, that is a broad statement.  But what if all the people visiting also visit  Then you are not expanding reach, you are just uncontrollably increasing frequency.  You may run a campaign on all these torso sites and only reach 50,000 people.  Furthermore, you probably paid a premium price.

What is interesting about this is that much of this new product is seemingly available in comScore today.  In fact, comScore offers reach penetration reports that will show how many of the people also visited  Where comScore falls down, and a service that would have huge value to advertisers, is that their tool is overly simplistic.  I want to create bundles of sites and compare their reach in certain demographics and the aggregate composition index.

A tool like this would allow advertisers to make smarter buys and enhance our understanding of how a target market uses the network.

One Response to “Critique of’s new Behavior Match product”

  1. Stephen DiMarco Says:

    [Disclosure – I am the CMO of Compete]
    Thanks for the review of the product. You make good points about going beyond the simple index to understand pricing and unduplicated reach. These are part of the roadmap and you’ll be a happy camper when we roll these and other extra features out. I disagree with your comparison to Comscore. While they might provide similar information for the largest properties, they cap out at the top 15,000 or so sites. Because our panel is so much larget than Comscore’s, Behavior Match looks across the top 1,000,000 sites so marketers can find new and more targeted opportunities at a lower cost. We do the torso better than anyone.