Results for September 2008
  • Consumers Of A Feather

    The race is on to leverage social media data in ad targeting. In most scenarios, ad technologies promise to scrape profile information to locate the most likely consumers for your product. But as Media6Degrees founder and CEO Joe Doran argues this week, simply tracking the communicative links between social media users can render an even more valuable set of like-minded prospects.

  • A Question Of Influence: BT And Accountability
    As behavioral targeting has moved in the past few years from novelty toward necessity, many marketers have come to realize that behavioral technologies, like consumers, are unique, and that one size does not fit all. As Web developers, optimizers and advertisers attempt to apply an ever wider array of behavioral approaches, Elizabeth Apelles, CEO of Greater Than One, an ad agency widely deploying behavioral solutions, explains, the task of understanding the multi-dimensional impacts of behaviors on results, becomes more and more central.
  • BluKai Says Transparency for Everyone
    The new data exchange BlueKai launched publicly this week with an unusual value-add for consumers. Anyone can go to the site and check in detail exactly what any BlueKai cookie on your system is tracking about your online travels. In my quick check, a visit to Autobytel.com added a cookie segmenting me as shopper for a car, a sub-compact or sports car -- and specifically a Mini. BlueKai's "Registry" also lets me remove any of those segment indicators from my cookie. And so, as CEO Omar Tawakol tells us here, the company is trying to be all about transparency throughout ...
  • Eliminating Cross-Channel Noise
    For digital age marketers, the more data the better, is a deeply ingrained core principle. What is often overlooked, is that without control of that data, especially integrated control across multiple communications channels, targeted messaging can become redundant at best, cacophonous at worst, Rich Enrico, CEO of Juice Media explains.
  • Affluent And Wired
    The rich are different. Not only do they have more money, but they are simply more wired than the rest of us. While marketers chase youthful demos as the natural target for digital goods and interactive advertising, they may be missing the real sweet spot: the wired affluent. A standout insight from the 32nd iteration of the Mendelsohn Affluent Survey is how the 23.3 million households making $100,000 and up (19% of U.S. adults) are deeply committed to digital media. As Ipsos Mendelsohn President Bob Shullman and Vice President Richard Vogt tell us, money matters when it comes to media ...
  • The Room They're In Now
    "The Japanese have a saying that a man is whatever room he's in." Fictional advertising patriarch Bert Cooper's pronouncement in the TV series "Mad Men" may or may not be sage philosophy. It does, however, illuminate a central challenge of behavioral marketing, and above all, personalized optimization of content. For no matter how extensive and deep their transactional and behavioral profiles, a consumer's intent is only truly revealed by what they're doing in real-time on a site, in the "room" they're in now, Meyar Sheik, CEO and co-founder of Certona, explains.
  • If You Watched This Show, You May Also Like...
    As we have been covering in this column over recent weeks, online data gathering technologies and interactivity are slowly migrating to TV set top boxes as those infrastructures mature and become IP-centric. An early arrival to increasingly cluttered TV menus may come from a subset of behavioral tracking, the recommendation engine. One of the leaders in that space online, ChoiceStream, services Blockbuster Online, Borders and Overstock.com. Now they are moving the technology to the living room in pending rollouts with IP-based Tv providers later this fall and early in 2009. We spoke with Toffer Winslow, executive vice president, sales and ...
  • Optimization Beyond The Landing Page
    In the era of the long-tail marketers, content providers and, of course, merchandisers, have come to the realization that deep catalogs are critical to consumer engagement, and with it, winning share of time, share of wallet and share of mind. Customizing and optimizing all that deep content, however, requires building new bridges between IT and marketing, as Mark Wachen, Optimost managing director at Interwoven, explains.