For many ad networks and publishers, deploying behavioral data has already proven itself as a selling point for justifying higher CPMs. But Alex Hooshmand, director of product management at Right Media, argues that defining behavioral targeting's value in terms of the CPM model may be selling the true potential of the behavioral revolution short.
For the most part -- unlike some of his peers in the BT industry -- Bill Gossman, CEO, Revenue Science, is not worrying about a backlash over privacy and behavioral tracking. He feels the industry already does a good job of covering privacy concerns and giving consumers the tools for opting out of whatever offends them online. If education is needed, it is more about how these technologies keep offers and messaging relevant for consumers, he argues.
The "paradigm shifting" innovations that have moved online advertising forward have invariably involved a radical simplification and streamlining of what had been complex processes. Display advertising is ready for its streamlining, one involving a synthesis of all the currently siloed targeting methodologies being advanced and used in isolation, Jim Barnett, CEO of the new automated targeting ad network Turn.com, argues below.
If you want to get the word out about an ad targeting model and its privacy policies, then, well, advertise it. Tacoda, Inc. recently launched a "Consumer Choice" campaign across its network that explains the company's approach to behavioral targeting and gives users opportunities for opting out of the system. In this ongoing series of interviews with top executives about their approach to the privacy issue, CEO Curt Viebranz explains Tacoda's proactive approach.
Beyond the bells and whistles, a fundamental premise of Web 2.0 is that cultivating user engagement, interaction and community are the keys to building Web site loyalty. Yet, as Roy DeSouza, CEO of the Zedo Ad Serving network explains below, when it comes to serving ads, far too many Web 2.0 publishers fail to use what they know about their audience to deliver relevant, engaging advertising.
FTC hearings late last year re-energized discussions over privacy and consumer choice in online data collection. As the model du jour, behavioral targeting is getting its share of scrutiny, while the BT networks enlarge and major players like MSN launch new targeting products. And so, in the coming weeks, BI will poll the industry by interviewing executives at the top BT firms to flesh out their stand on privacy policies, consumer education, and industry-wide standards for implementing BT opt-out.
The mantra of behavioral targeting has been getting the right message to the right person at the right time. Though much remains to be done, clearly some progress has been made on matching the right messaging to the right people. The next frontier, however, as Ali Mirian, product manager of publisher solutions for 24/7 Real Media explains, is making it happen at the right time.
I don't like making New Year's predictions on a digital platform--mainly because it is way too easy for readers to dig up the archives and hold me to them a year later. A safer way to look ahead to 2007 in behavioral marketing is to appropriate some of the field's own terminology and "target" the trends worth watching.
A while ago, behavioral targeting was still something of an esoteric novelty. Now, knowledge of the basic techniques and different flavors of BT has progressed dramatically. For most advertisers, the fundamental question of whether to do behavioral targeting has already been answered. Yet 2007 begins with far more questions than answers about the technique's emerging role and scope.