RadiumOne???s ???social retargeting??? has a number of key characteristics:
Plotting data on a social graph: As social media users share information like links, blog posts, videos and more, RadiumOne analyzes interactions and places these consumers on a social graph that classifies their behavior.
Forming ???social clusters???: RadiumOne takes social data and segments the various interactions to form ???social clusters??? of people who know each other and share common interests. RadiumOne then leverages these new groups to serve ads that will generate results for brands. It also builds ???lookalikes??? of these users through its proprietary modeling algorithms.
Utilizing Social Interactions: The best advocate for a brand is often a friend or family member who is already using the product. Through RadiumOne???s ???social retargeting??? capabilities, RadiumOne can track anonymized consumers who share a link with the advertiser???s current customer base and serve these new prospects ads with which they are likely to engage.
???Ad networks haven???t really innovated since behavioral targeting came to display,??? said Marc Ruxin, Chief Innovation Officer at UniversalMcCann and member of the RadiumOne advisory board. ???RadiumOne has a chance to take a leap forward and provide reach, scale, and transparency by utilizing social data as an evolution from behavioral.???