New York-based [x+1], an audience-based, predictive marketing platform, has updated one of its existing website optimization programs.

The enhanced Site+1 offers unified tagging support for multiple web pages. Among other things, this functionality can be used to better track visitor activity and engagement between sites, and save IT departments the tedious task of putting individual tags on each web page.

Universal tagging anonymously passes visitor data — including demographics and online activity — to the Site+1 database, which then determines the most appropriate content to deliver based on client-generated rules.

If, for example, a marketer wants to pass an offer to high-income consumers with broadband connectivity in the New York area between 10am and noon, he simply defines a rule within those parameters. A multi-testing system set up on the site lets clients test the effectiveness of their "rules."

The company also upgraded its Predictive Optimization Engine (POE), a website optimization program, to include a statistical modeling architecture to help refine and target online ad placements.

In July '08, [x+1] launched Brand+1, a service that protects brands from appearing on "longtail" sites — including inappropriate blogs and other user-generated content destinations — that could potentially cause harm to a brand.