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D.C. Based Resonate Networks Offers An Ad Network for Politics, Public Affairs Posted: 08 May 2009 06:41 AM PDT Ad networks pride themselves in offering targeting options for optimal ad placement, and Resonate Networks is one such ad company that provides options for niche advertising as well. As an ad network specific for public affairs, political and corporate campaigns, Resonate Networks launches as a differentiated solution for a unique set of industries. With $2 million in Series A funding from several investors including Alex Gage, Harold Ickes, Rich and Linda Tarplin, and Steve McMahon, Resonate Networks is powered by its proprietary Attitudinal Targeting platform. From that standpoint, Resonate Networks is Attitudinal’s opportunity to delve into the public affairs and political sectors. The goal for this ad network is to motivate and organize audiences in order to redirect them to sites where they can take action towards a particular cause. Resonate Networks is looking to move beyond basic demographics and purchase behavior for targeted advertising. Some of the ad network’s targeting features will include algorithms, data modeling and analysis for mapping web users, and attitudes and issue positions against their online behavior. This is all key for Attitudinal’s network, which highlights such attitude metrics that can be gleaned from online behavior. Issue interest and position, as well as orientation are all aspects of online web users’ activity that Attitudinal looks at, in order to target and further engage potential users for targeted advertising. What’s important about such a network is that it’s catering to a set of industries that is turning to the online sector for marketing and the building up of their brands. The opportunity to rally support and market online has been proven time and again, from Facebook groups to social networks designated solely for political and public affairs. President Obama’s campaign success in the online realm has really solidifed the potential of this space, so it was only a matter of time before ad networks began to crop up in order to address this very specific area of online activity. As we’ve seen with other programs and even college marketing classes that get a chance to dabble in online advertising for similar sectors, the necessity to navigate around traditional ad networks and advertising targeting methods means that a niche ad network may be rather needed in the public affairs and political sectors.

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