Majority of the targeting on the internet is based on past behavior e.g. a user visited site A,B, did a search on terms C,D and thus he is a perfect target audience for a brand X. Wouldn't it be nice to target audience based on their traits (values, beliefs and attitudes).
Resonate Network claims to have the capability to target based on behavior and also based on audience traits. The network also has a panel, where the users are continuously surveyed and provide information on their traits. The responses to the questions along with past Internet behavior are used to create various audience segments.
I feel these niche ad networks are going to drive the future of advertising vs. plain behavioral targeting that we have been doing for over 4-5 years.
Please visit Resonate's website to learn more.