Micro-targeted ads are focus of new Geomentum unit

08/6/2009 | NYTimes.com

The goal of a new unit of Interpublic Group, called Geomentum, is to determine how to divvy up ad dollars among ZIP codes, or even neighborhoods. For example, it wants to copy Kellogg's merchandise plan for Cheez-It crackers and show how many boxes should go to Walgreen or Kroger in a specific area.

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