Is Behavioral Targeting Being Used for Click Fraud?
Posted by Steve Smith on Feb 5, 3:34 PM
Spyware was and still is the bane of neophyte PC users. I don't know how many times over the years I have been enlisted to cure the dysfunctional computers of my teen daughter and her friends. But according to Harvard Business School Assistant Professor Ben Edelman, spyware and its behavioral tracking is also hurting marketers by contributing to click fraud.
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Does Behavioral Targeting Need A Ranking System?
Posted by Laurie Sullivan on Feb 3, 1:38 PM
EMarketer estimates online advertisers in the United States will spend about $2.6 billion by 2014 on behaviorally targeted advertising, up from more than $1.1 billion this year. Estimates put the industry on a growth rate of about 20% from 2009 through 2014. But even with all that projected growth, do advertising and marketing executives understand its benefits and challenges? A BT ranking system would help
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From Black Box to Legos: Democratizing Behavioral Analytics
Posted by Steve Smith on Jan 29, 4:40 PM
Back in the day... Yeah, here I go again, waxing nostalgic for those early days of behavioral targeting when someone like me found it a lot easier to cover the field. Interview Bill Gossman at Revenue Science and Dave Morgan at Tacoda. Grab a few minutes with someone at Dow Jones or About.com -- and bam you had a feature story on that "new black art" of behavioral targeting.
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Media Buyers Get Targeting Data In Real Time
Posted by Laurie Sullivan on Jan 27, 1:00 PM
Imagine having access to target data on 200 million Web site visitors in the United States, and gaining the ability to collect performance data on prospects beyond those you originally targeted. It could mean behaviorally targeting an audience you would never have expected to buy your product.
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Rest Assured, Citizen: Privacy Gets a RoboCop
Posted by Steve Smith on Jan 25, 9:17 AM
If everyone wants self-regulation with teeth -- self-regulation that convinces skeptical privacy advocates and the FTC that the industry can be trusted not to cut corners, exploit loopholes or cast a blind eye on violators -- then it needs a really smart RoboCop. Former About.com CEO and head of Better Advertising Scott Meyer says he has a plan, but it really is as hard as it looks. "This stuff is super-complex," he quipped after walking me through some of the technical gymnastics necessary to track and report on ad network and publisher compliance.
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Microsoft: Privacy, Data, Ad Targeting Hit Crossroads In 2010
Posted by Laurie Sullivan on Jan 20, 1:46 PM
This year advertisers and consumers will get answers on privacy, data and ad targeting. So says Jeff Lanctot, who joined Microsoft Advertising from Razorfish in late 2009.
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Interested? Personalization Requires Collaboration
Posted by Steve Smith on Jan 15, 3:01 PM
Personalization has always been a very tough nut to crack. Generally, most of us like the idea of a highly customized feed of information, but we would rather not have to engage in all of the form-filling and box-ticking it requires at most content sites.
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Yahoo's Algorithm Aims To Improve Behavioral Targeting
Posted by Laurie Sullivan on Jan 13, 3:19 PM
A Yahoo patent filed with the U.S. Patent and Trademark Office explains how it uses a "site sequence" algorithm the company developed to deliver the most relevant ads to a variety of Web site visitors.
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Behavioral Targeting Meets Attribution Management
Posted by Laurie Sullivan on Jan 6, 12:20 PM
Dotomi will soon begin to offer an advanced advertising campaign attribution service it has been testing for the past year. The service puts the last-click method to rest and relies on finding the exact value contributed by each piece of media used in a campaign, such as display ads and paid search. It also ties into the company's behavioral targeting service.
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Take Two Targeted Ads and Call Me In the Morning
Posted by Steve Smith on Dec 31, 11:01 AM
Among all of the possible messaging goals a marketer might get assigned, convincing online users that targeted advertising will be good for them has to be one of the toughest. As we have discussed in these columns, and at recent OMMA Behavioral shows, the communications piece of the online privacy and data collection puzzle is going to be the most daunting. How do you explain the technology behind digital ad targeting quickly and fairly enough so the consumer can make an informed choice about opting in or out, sharing their surfing history, etc.? Whatever regulatory or legislative measures come down the pike related to digital advertising in the next year, the industry still needs to find ways of translating a dark targeting art perfected by engineering dweebs into concepts and language that my 78-year-old dad can understand without reaching for his pistol.
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