Itâ€™s not even time for the midday break at the OMMA Behavioral conference, and the cherry metaphor already has been utilized twice to refer to behavioral targeting. No, itâ€™s not because itâ€™s still a virgin digital marketing application, itâ€™s because some gurus believe BT is a small, but crowning part of a tasty dessert.
First IAC Media and Advertising CEO Peter Horan described BT as, â€œthe cherry on top of the whip cream on top of sundae. Itâ€™s a beautiful thing, but itâ€™s not enough.â€
During her â€œnext big thingâ€ panel later this morning, Netplus Marketingâ€™s Robin Niefield invoked the fruit analogy again,
â€œMaybe behavioral is that cherry at the top,â€ she said, comparing BT to the way agencies and marketers thought about search marketing five or six years ago. When clients would come to her and say, â€œWe want to do search,â€ she would reply by saying, â€œWhat is your objective.â€
â€œItâ€™s tough to make that objective if youâ€™re doing 100% behavioral,â€ she concluded.
The FTCâ€™s Michele Rosenthal made no notes on her legal pad.