The Future Of The Future of Privacy Forum
Posted by Steve Smith on Nov 28, 12:34 PM
Formed last week in Washington, D.C, the Future of Privacy Forum is a coalition of online ad industry executives, privacy advocates and regulators. According to Jules Polonetsky, former AOL Chief Privacy Office and co-founder of the group, the Forum will serve as a think tank on privacy issues embracing all stakeholders. AT&T is providing initial funding, and the Forum plans to work through roundtables, conferences, white papers, briefings for policy makers, and research reports to the industry. We explored with Polonetsky the state of the privacy discussion in online marketing and what role the Forum might take in moving the discussion forward.
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Targeting B-to-B Behavior
Posted by Phil Leggiere on Nov 26, 1:30 PM
For consumer-directed marketers, the challenge of leveraging behavioral data is to discern, amidst the myriad of data "touch points," the relevant signals from irrelevant noise. For B-to-B marketers, with far fewer touch points to work with, the core challenge, is how to learn to better aggregate and model truly leverageable behaviors -- as Craig Stouffer, manager of email marketing at Pinpointe, explains.
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The Value Of Privacy? Make An Offer
Posted by Steve Smith on Nov 21, 10:03 AM
How much is my browsing history worth to me, anyway? Funny you should ask, because no one else ever has. One of the few interesting pieces of research on the privacy issue I have seen lately asks this question in the context of the mobile media industry. Cellular infrastructure provider Transverse and research firm iGR, Inc. were fishing around 810 wireless customers to see how receptive they might be to trading free mobile services for exposure to advertising and sharing their data with marketers. The remarkably detailed questions about privacy in this sample suggest that increasingly Americans see their own digital history as a commodity in the marketplace they can barter for services, but at a high price.
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Behavioral Targeting In Context
Posted by Phil Leggiere on Nov 19, 11:39 AM
One of the major achievements of behavioral marketing has been to allow advertisers to expand from an excessively singular focus on WHERE ads run to an emphasis on the more important question of HOW to get the right message to the right people, regardless of where they are online. Just because behavioral marketers can reach a prospect literally anywhere, David Cooperstein, of Burst Media explains, doesn't mean that choice of context for placement has become unimportant or irrelevant.
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Let Your Algorithms Do the Shopping
Posted by Steve Smith on Nov 14, 12:28 PM
While much of behavioral targeting involves profiling usage patterns and content types into segmented buckets (auto intenders and the like), a more abstract and mechanical testing approach can also optimize performance, without our knowing much at all about the personality or past usage history of a visitor. Web site testing and personalization company Amadesa has deployed its testing approach to shopping cart optimization by creating what it calls "virtual layers" on top of a given page that can test a large range of variants on the fly.
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Targeting Via Set-Top
Posted by Phil Leggiere on Nov 12, 11:23 AM
Most speculation about the potential of enhanced targeting and personalization of video advertising has centered around emerging platforms like IP video and even mobile video. Gidi Gilboa, advertising solutions marketing manager for NDS, explains how advertisers looking for practical targeting enhancements in the here and now can tap the rich targeting possibilities of such old-school technologies as the set-top box and DVR.
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Targeting Out Of A Recession
Posted by Steve Smith on Nov 7, 12:07 PM
Joe Apprendi has seen this movie before. The CEO of ad network and platform Collective Media saw online ad bubbles, booms and busts several times since the mid-90s. With a bio that includes executive positions with K2 Digital, 24/7 Media, Eyeblaster, Klipmart and Falk eSolution, Apprendi remains one of our go-to guys for putting yet another online media crisis into historical perspective. In our ongoing series of interviews with CEOs of major behavioral technology and ad service firms, Apprendi compares this downturn with the last and argues that companies pursuing "audience-centric" ad targeting will be in the best position to weather this storm and catch the next wave of media buying.
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Closing The Mobile BT Loop
Posted by Phil Leggiere on Nov 5, 4:09 PM
For all the excitement mobile advertising has generated, the negative rap against it has been that it can neither scale nor provide targeting, especially behavioral, at scale. Bob Walczak, CEO of Ringleader Digital (formerly Mophap) outlines a roadmap for bringing not only mobile but all of emerging digital media to parity with online targeting.
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In Search Of Mobile Targeting
Posted by Steve Smith on Oct 31, 2:48 PM
The challenges of tracking, tagging and targeting mobile users is legendary. As Ed Moore, Product Marketing Strategist for Openwave, explains, the technical differences between standard Web-based browsing and mobile access to data are substantial. Openwave has been a longtime supplier of infrastructure solutions to major carriers, which gives the company a unique ISP-level view of all the usage patterns on a network.
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Testing And Targeting: In Search of Synergy
Posted by Phil Leggiere on Oct 29, 2:01 PM
Variety may be the spice of life, but in marketing -- as in the real world -- habit often limits options and possibilities far more than needed. To truly optimize the advantages of all the rich, diverse targeting data generated by customers online, marketers should expand their options by integrating targeted content with continuous real-time multi-variable testing, Mark Wachen, managing director of Optimost at Interwoven, explains.
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