Behavioral targeting (BT) has been riding the marketing buzzword wave for quite some time now. More people want to know about this behavioral thing, and more advertisers appear to be putting some stock in it. But a few weeks ago, a Mediapost column by regular Publisher Insider commentator Ari Rosenberg got the goat of many a BT proselytizer.
Anna Papadopoulos sees a future in behavioral targeting for advertisers she works with in the financial and auto sectors. However, as Behavioral Insider learned in a discussion with the interactive media director at Euro RSCG 4D, Papadopoulos believes behavioral targeting deserves special attention such as unique metrics, planning parameters and creative.
The automotive market is revved up for behavioral targeting. Mitch Lowe, CEO of automotive interactive ad network Jumpstart Automotive Media, predicts the big-spending auto advertisers he works with will allocate 10 percent of their online ad budgets to behaviorally targeted ads next year.
Cyber-lawyer Eric Goldman says that by trying to distance themselves from lawsuits affecting adware, behavioral marketers could be missing the big picture. We continue with the second of our two-part Q&A with Goldman.