211 results
  • In-Stream BT: The Elephant In The Room
    Over the past year the online video space has seen an explosion of new video content, new consumers of that content, and new advertising inventory. Ergo, theoretically at least, expanded ...
  • Video Targeting: Simplifying The (Still) Too-Complex
    If there's a consistent law of media history it's that, for advertising-supported content channels, simplicity is the key, the sine qua non, of survival. Online video is a lot of ...
  • Smashing Optimization Silos
    A not-so-funny thing happened on the way to the often-prophesied friction-free online advertising ecosystem, the one where efficiency would equal ever-increasing value of inventory. While improvements in targeting technology have ...
  • Attribution Analytics Could be BT's Best Friend
    The premise and big promise of online display advertising has been that it could ultimately free advertisers from the "blind spending" of traditional media. Unfortunately in actual practice measurement and ...
  • BT Blue
    Ruben Kane, the entrepreneur behind the "Adult Dating" site/social network AdultSpace, believes that when it comes to deploying anonymous behavioral data to increase engagement and ad revenues for social media ...
  • No More Banker's Hours: 24/7 Financial Targeting
    It wasn't too long ago that the phrase "banker's hours" was still commonly used, referring to the fact that banks, which then routinely closed in mid-afternoon, hours before most Americans ...
  • Game Time For Self-Regulation Advocacy
    With online advertising, especially on the display side, struggling to keep its bearings in a shaky economic landscape, the role of behavioral data as a critical component of driving new ...
  • BT Learns To 'Seize The Moment'
    For better or worse, "Internet time" has replaced the far more leisurely "New York minute" as the reference point through which most of us experience, and act on, information, be ...
  • Filtering Out The Noise
    Search has often, and deservedly, been praised as the gold standard of online ad efficiency, the central repository of the world's "database of intentions." Yet the fact remains that most ...
  • Travel Targeting: Extending In-Market Reach
    Most online verticals have evolved from an early emphasis on targeting media to a belated recognition of the importance of optimizing and personalizing on-site and "point of sale" content and ...
  • BT: Thinking Beyond the Recession
    Jeff Hirsch's prediction at the recent Omma Behavioral conference that behavioral targeting would overtake search growth over the next decade in advertiser dollar share was no doubt meant to be ...
  • BT And Consumers: Transparency Crucial To Gaining Trust
    Publishers and advertisers by now have internally devoted enormous investments in money, time and intellectual capital to behavioral targeting platforms. Yet when it comes to consumers themselves, most brands still ...
  • Delivering Personalized Display Ads
    While e-commerce marketers have access to powerful platforms for personalizing and optimizing the on-site consumer experience the advertising messaging they deliver off-site has remained, by comparison, static and generic. For ...
  • Avoiding 'Truman Show' Moments
    The proposition "If we build it they will come" is by now nearly universally recognized as a fallacy by marketers, as well as, nowadays, even most real estate developers. Unfortunately ...
  • Tearing Down the (Data) Walls
    Behavioral targeting is driven by the premise that by paying attention to how people express their interests and needs, brands can connect and communicate more relevantly with the people who ...
  • Voice: The Once (and Future?) Killer App
    At the moment the tantalizing (but somewhat elusive) promise of a take-off for mobile advertising pivots, in the minds of many, around the iPhone and other data-rich smart phones. While ...
  • Deepening The Dialogue
    It took brands a long time to acknowledge the existence of consumers as autonomous entities with voices of their own, as opposed to focus group "subjects" filling in the lines ...
  • Time For An Inbound Targeting Strategy
    Though the phrase predates the modern Internet, "one-to-one communication" remains the best way to describe the end point most marketers would cite as the goal of their online strategies. Though ...
  • Targeting For Value
    As investors are forced to shift from trading to value investing in their stocks, so advertisers must seek ways of shifting from quantity to quality. This shift can manifest itself ...
  • Delivering The Message
    The more aggressively marketers "bid for relevancy" by leveraging ever more pinpoint modalities of micro-targeting, be it via behavioral and other flavors, the more imperative it becomes to actively deliver ...
  • Rapid-Response Targeting
    A few years ago online marketers began to realize en masse that much of the money they were reinvesting in getting consumers to click through to their Web sites was ...
  • Aspirational Behavior
    Watching a brand struggle to impose its "relevance" on a community of social media users is often akin to listening to a comic trying to explain his or her joke ...
  • From Static To Dynamic Behavioral
    Though we're often creatures of habit, we know human behavior is about a lot more than habit. In its essence, it's about change and finding new ways of expressing needs ...
  • Knowing Where The Consumer Is
    In the user-centric and thus behaviorally driven world of contemporary marketing, the implicit assumption of most marketers is that more is always better, particularly when more means more data points ...
  • Bigger Role For BT In Recession
    During the past several years, as marketers jumped headlong into the online channel, many have embraced behavioral targeting with excitement. That excitement, however, while genuine and mostly warranted, has not ...
  • Targeting Loyalty Incentives
    Marketers have long understood that part of their job of motivating customers (in a down economy, a very big part) includes the creation of timely and relevant incentives. Yet most ...
  • Targeting B-to-B Behavior
    For consumer-directed marketers, the challenge of leveraging behavioral data is to discern, amidst the myriad of data "touch points," the relevant signals from irrelevant noise. For B-to-B marketers, with far ...
  • Behavioral Targeting In Context
    One of the major achievements of behavioral marketing has been to allow advertisers to expand from an excessively singular focus on WHERE ads run to an emphasis on the more ...
  • Targeting Via Set-Top
    Most speculation about the potential of enhanced targeting and personalization of video advertising has centered around emerging platforms like IP video and even mobile video. Gidi Gilboa, advertising solutions marketing ...
  • Closing The Mobile BT Loop
    For all the excitement mobile advertising has generated, the negative rap against it has been that it can neither scale nor provide targeting, especially behavioral, at scale. Bob Walczak, CEO ...