• Deeper Motives: Getting Beyond Targeting
    Behavioral targeting generally hunts for affinities. You read this -- so you must be interested in that. You did this online, so it is likely you are in market for that. You are friendly with her, so you must like similar things.But what about the deeper motives that may drive purchase decisions? Is behavioral targeting even close to tracking the desires and values that drive people to certain brands?
  • How Webtrends' Site Targeting Can Change Buying Habits
    I'm waiting for the custom audio welcome message that greets me as I return to my favorite Web site. Not yet, you say. Well, it's only a matter of time. Amazon has been semi-customizing its Web site for years, depending on the visitor. And Webtrends released Optimize Profile Enhanced Targeting on Tuesday. The add-on to Optimize, which launched about a year ago, supports profile-enhanced targeting with help from the behavioral Segments in Visitor Data Mart,
  • Yes, In-Text Ads Can Work
    Apparently, in-text advertisements, those seemingly annoying little ads that pop up when someone moves a cursor over a hot-linked piece of text in an article, can create impactful campaigns. According to a comScore study, Kontera's in-text targeted ads delivered five times greater brand awareness than traditional display ads, and twice as much lift in brand purchase intent.
  • OMMA Behavioral: The Left Coast 'Welcome to the Machine' Tour
    Next Wednesday the MediaPost crew rolls into San Francisco to mark the fourth year of semi-annual OMMA Behavioral shows. We are calling this edition "Targeting 2.0: Welcome to the Machine." The online ad landscape has changed dramatically since we first met for these shows -- literally on the day that AOL acquired Tacoda. Now, behavioral targeting sits within a dizzying "stack" of data layers, real-time technologies, verification schemes, supply-side and demand-side models and ongoing debates over which behaviors matter most when building audiences for your clients. Why 'Targeting 2.0?" Because we will be spending much of the day exploring the …
  • Customers Getting Comfy With Targeting
    Companies have begun to add retargeting to their media ad budget because consumers are becoming more comfortable with targeted ads, says JB Rudelle, chief executive officer and co-founder, Criteo. A study released last week from PreferenceCentral finds consumers are more likely to prefer targeted online ads when they are asked to make value-for-value trade-offs such as free access to Internet content.
  • Things You Didn't Even Know You Liked
    If you mention the word "chocolate" here and there in your online blog and comment posts, the odds are pretty good you are also interested in Audis, lacrosse, Easthampton and weeds. Huh? One of the fun aspects of digital tracking, especially behavioral segmentation, is how the data reveals unexpected affinities among groups and interests. According to Peerset, an ad targeting venture that leverages social data in a unique way, our interests are reflected most accurately by our expressions online rather than our browsing history.
  • AudienceScience Moves Into Germany With Wunderloop Deal
    AudienceScience announced plans to acquire a leading competitor -- Hamburg, Germany-based Wunderloop -- on Monday. The deal allows AudienceScience to continue on its path of global expansion. About 50 employees support Wunderloop clients from offices in France, Germany, and The Netherlands. Terms of the agreement have not been disclosed.
  • Make It More About Value Than Privacy
    In much of the writing about mobile marketing there seems to be a fixation with some nightmare behavioral targeting scenario. It usually involves Starbucks (that is the preferred brand for this tale) using some combination of GPS or Bluetooth to detect when you are in the vicinity and then blasting out a promotion of some sort as you walk by. I guess the creepy part is the fear that every shop on a given street or in a mall will have access to the same phone.. But what if the store you really wanted to hear from knew when you …
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