AddThis releases audience targeting tool

AddThis announced Wednesday the release of a new audience targeting tool for its member websites.
Websites will now be able to customize user experience based on a visitor’s browser history, access device and personal interests. The tool could help spur engagement, by allowing websites to pounce on the right audience with offers and coupons, as well as calls for action.
Marketers “are interested in trying to personalize and tailor their message for the particular person they’re trying to reach,” said CEO Richard Harris. In other words, he said, “this whole idea of showing the same thing to everybody … is the old way of doing business.”
The new capability is part of the Vienna-based company’s broader product development strategy. Harris said the company is preparing to launch several new tools next year to offer more “granular insight” for its over 14 million user websites. The company recently switched to a subscription-based model.
“Personalization, we believe, is the next big trend on the internet,” said Harris. Yet only a handful of websites like Amazon and Ebay, are exploiting the technology.