Je vous avez déjà parlé en début d'année, à l'occasion de sa levée de Fonds, de BuzzLogic...

Aujourd'hui c'est le New York Post (l'un des journaux yankees les plus intéressés aux évolutions apportées par le 2.0 dans le business) qui lui consacre un papier.

Le sujet? Le nouvel outil qu'ils viennent de développer et qui permet de balancer de la pub en se basant sur un travail en amont d'identification des blogueurs "influents" et de la circulation d'informations dans l'univers de référence des différentes marques (sur les médias sociaux).

Ci-dessous l'article de Holly M. Sanders:

"BuzzLogic, a Bay Area start-up, aims to change this through a new kind of ad delivery called "conversational targeting."

The company is announcing a new service today that enables advertisers to pinpoint influential conversations on blogs and other social media sites and deliver ads tailored to those participants.

BuzzLogic got its start as one of several brand-monitoring firms, along with the more established Nielsen Buzzmetrics, that track online buzz for marketers and p.r. firms.

BuzzLogic creates a "conversational map" that shows not only who's talking about a particular brand or product but also who wields the most influence in the online world.

"We're actually looking at the connected conversation where blogs link together and targeting the influencer," said Rob Crumpler, BuzzLogic's president and chief executive.

Crumpler believes his new ad-targeting service will make ads more relevant to online users and generate more mouse-clicks.

Right now, advertisers are spending billions of dollars on Internet ads, but the truth is that very few people actually bother to click on them.

Internet giants Google, Microsoft and Yahoo! are racing to build systems that are better at sending ads to people who are most likely to be interested in what marketers are selling.

This includes buying up firms that specialize in tracking Web surfers' movements, a practice known as behavioral targeting that is under fire from consumer-privacy advocates.

Meanwhile, social-networking sites such as Facebook are working to pinpoint users based on personal information in their online profiles, such as age or location.

BuzzLogic's ad-targeting, based on blogs and other social media sites where users spend a lot of time dissecting issues that matter to marketers, represents another phase in the rapidly evolving world of Internet advertising.

"Social media like blogs are growing in influence when it comes to the online purchasing cycle," said Greg Sterling of Sterling Market Research."