I'm Being Followed Into Social Networks
Score one for behavioral targeting technology. A few months ago I also began getting emails reminding me of my abandoned online shopping cart. "Don't forget about the items in your shopping bag!" the email read.
Frankly, I don't mind the emails and display ads. I would much rather see an ad for Manolo Blahnik shoes from Neiman Marcus than one for Goodyear tires on my Facebook or LinkedIn page.
I'm not seeing those kinds of ads on my social media pages today, but that scenario might not be too far off. According to John Squire, chief strategy officer at Coremetrics, several major unnamed advertisers (probably retailers, I'd guess), told Coremetrics in December 2009 they planned to keep budgets for display advertising strong. In exchange, they wanted a more targeted approach to reach consumers in Facebook, MySpace and other social networking sites.
So, Coremetrics built AdTarget, which launched Tuesday, to support brands that want to target consumers in social networks, among other places across the Web. Squire believes BT will help drive companies from paid search text ads into display on social networks, allowing brands to become part of the conversation that typically happens between friends on social sites.
A targeted ad in a social network where people act, well, social, gets better results. That's the idea, according to Jeff Hirsch president and CEO at AudienceScience, one of the Coremetrics Connect certified partners. "Behavioral targeting could decrease the amount of advertising a consumer is exposed to," Hirsch says. "If you don't know anything about the user, you will have to run a lot of ads until you find the ones that make them respond."
Fewer ads pasted across social networks? I'm beginning to like behavioral targeting more.