LONDON: UK magazine publisher Dennis Publishing has teamed with American IT solutions group CACI to launch iConnect – a new internet intelligence tool that provides advertisers with data about registered readers' website activity. The data is then melded with readers' details to provide in-depth profiling.

According to CACI's UK sales director Jonathan Burston, iConnect bridges the gap between simply monitoring consumers' website activity and converting them into sales prospects.

It also enables publishers and advertisers to see which products and brands are being considered by readers so that hey can engage with the latter in the most effective way.

And for those concerned about privacy issues, the process is limited to those readers who have opted to receive third party communications.

Currently under test is a scheme in which iConnect will provide a leading car manufacturer with detailed insight on all registered users who read an article about their brand on a Dennis website.

Data sourced from Media Week (UK); additional content by WARC staff