Behavior Vs. Context (The Answer Revealed Here)
The smartest, yet simplest epiphany Iâ€™ve heard so far today at the OMMA M&M conference came from Varick Media Managementâ€™s Darren Herman who settled the whole behavioral targeting vs. contextual targeting debate for me.
As a content creator and an editor, Iâ€™ve been wrestling with the value of the context we provide advertisers to reach our audiences. But as a guy who covers the science of online metrics and technology, I can see the raw power of targeting consumers based on their behavioral patterns, not where they happen to be online at that specific moment.
But Herman said the solution is really quite simple: data that shows the relative value of reaching a consumer via those two targeting schemes.
â€œPeople ask me if behavior is worth more, or if context is worth more,â€ he quipped. â€œI think you canâ€™t answer that until you can value that.â€