This week, we take a step back from our usual Q&A with innovators and thinkers in behavioral targeting to look at behaviors more broadly defined. In just the last two years, consumers have been awash in new digital platforms, from social networking to Web applications, mobile connectivity to video-on-demand. But how are users really embracing these formats? Is the technology driving new kinds of online behavior that all marketers need to watch more carefully?
Truly personalized, one-to-one marketing is the ultimate destination, the holy grail, toward which most advertisers aspire. Making progress in the long journey to get there involves moving from targeting by the lowest common denominator to greater and greater particularity and relevancy. While behavioral targeting has rightly been touted as a critical leap forward in that quest, up till now the conventional thinking and practice of BT has remained limited by a lowest common denominator approach to segmentation, as Andrew Westmoreland, CEO of AdRevolution, explains.
If Thanksgiving is about anything, it is about family bickering. And so in that festive spirit this week we knock back a few too many eggnogs and reopen that family sore spot -- privacy. In early November the Federal Trade commission held public hearings about consumers protecting their personally identifiable information and online habits from corporate scrutiny....
In these still early days of online video, targeting remains more trial and error than art or science. Two major schools, however, have already emerged, one concerned with contextually serving ads based on deep meta-tagging of editorial contents; another, on leveraging the demographic profile information available in social network registration data. Keith Richman, CEO of video entertainment site Break.com, suggests that the next phase of video targeting will focus on the learning behaviors through which consumers use tools such as recommendation engines to match their personal interests and content choices over time.
Since finalizing its sale to AOL in recent months, TACODA's deck chairs have shuffled considerable. In his first interview since taking the post of president, Daniel Jaye tells us how the TACODA/AOL integration will evolve.
Once the vital center of the Internet eco-system, Internet Service Providers are now more frequently looked at commodities, marginal if not entirely irrelevant to the emerging future of Web advertising. Yet, as Bob Dykes, CEO of NebuAds explains, ISPs are a crucial, still largely untapped, component of a behaviorally based advertising infrastructure
When offline audience research company Experian recently acquired online traffic analytics service Hitwise, there was an obvious marriage waiting to happen between offline data and online tracking. As Hitwise president Chris Maher tells us this week, the two products now combine in Hitwise Lifestyle, which promises companies deeper intelligence about how their and their competitor's customer target markets behave online.
In the past two years ad networks have finally gotten on the radar screens of big brands and brand agencies. While behavioral and other enhanced targeting tools have been the keys to this newfound success, ad networks need to bring their targeting outside the "black box" and offer new levels of transparency if they want to truly become integral to online branding strategy, Joe Apprendi, CEO of Collective Media, argues.
Understanding the likelihood that an incoming customer will convert, or even if that customer is legitimate, a high spender or just a deadbeat, is a sixth sense among ace retail salespeople. In the digital world, you can't tell by the look of the shoes or the tone of voice whether this user or that is worth investing marketing resources or company trust. That is where predictive scoring comes in.