What happens when behavioral tracking techniques join e-mail delivery systems, when online behaviors get tied to your name and address? Well, Chris Baggott, cofounder and CMO, ExactTarget, hopes it means that his favorite airline, American, stops wasting his time with irrelevant weekly messages.
Many envision behavioral targeting as the enabling technology of "friction-free" marketing. Olivier Chaine, founder and CEO of Salesbuilder.com, disagrees. As he explains, the next step forward for behavioral targeting involves a step backwards from high-flown marketing models to a focus on sales.
Someday, when technologies like IPTV, personalized search, set top boxes, DVRs, and privacy concerns all finally plug together, we will be able to serve TV viewers ads according to what they've already watched and done in the converged mediaverse....
Tom Burgess, CEO of Third Screen Media, one of the first wave of ad networks devoted to the new medium, explains how the age of targeting is finally dawning for mobile.