Behaviorally targeted online advertising network Tacoda is breaking its first ad campaign this week, seeking to promote itself. The creative was developed by Lucidity, New York, and emphasizes what the company says differentiates it: "Empowerment, Possibility, Security, and Respect," which are "hallmarks of what makes Tacoda different," according to Curt Viebranz, the company's president.

The campaign will break on iMedia Connection and Tacoda's own Audience Networks, using behavioral targeting to deliver the message to its advertising clients and publishers. Tacoda will also test a series of messages for vertical industry categories, such as travel, pharma and women, with the same creative theme.