Atom adds new end user targeting, and is building an outbounding system

Programmatic ad targeting is already live for those who opt in.

Atom users are accustomed to receiving signal alerts. These alerts show when someone develops a new website on a second level domain that matches one of theirs, or when a matching company name is added to Crunchbase.

Today, I received my first alert since Atom added app store matches. Now, you can see if your domain matches the name of an active iOS app.

When I clicked through the email to Atom’s signals page, I noted two new programs Atom is working on to help domain owners reach entities from Atom’s matches.

First, Atom is testing programmatic advertising targeting companies that use the name. It will attempt to target companies that match, but it will also extend beyond those companies. The ads will also usually show other domains on Atom in addition to yours. This is currently free but requires an opt-in.

Second, the company is working on an outbounding system in which Atom will personally reach out to prospective buyers who match one of the signals. This is an interesting idea, and I think the company needs to tread carefully — sending a message to someone with an active business matching your name should be done carefully to prevent cybersquatting claims.