In the 15 years I have been writing about Internet media and advertising, I feel as if I have been writing the same story every few years about the untapped and undervalued Hispanic and African-American communities. Internet history should have taught marketers a lesson about this. Long before Mark Zuckerberg was cooking code at Harvard, amazing online communities such as MiGente and BlackPlanet were already demonstrating the massive power of social networking.
Location-based digital ad network Adcentricity recently unveiled a behavioral targeting platform for agencies and brands called Consumer Sync. It targets consumers by geo-location with ads on digital out-of-home media, incorporating data on consumer behaviors, psychographics and purchase intent.
The online behavioral advertising world may be feeling a bit like Lindsay Lohan this morning -- right after Charlie Sheen went self-destructive super-nova. Whew! Lindsay must have thought -- at least the press is onto another whack job for a while. And so, in just a matter of days, persistent and growing attention to digital privacy issues and pending regulatory proposals took a hard left into Cupertino. The revelation that iPhones maintain on-board tracking of user locations (accessible to anyone with the device and the right software tools) just succeeded in moving the digital privacy discussion closer to the third …
AudienceScience will officially release a lifecycle management and brand impact feature Wednesday for its data management platform created for media planners and buyers. The latest version of the AudienceScience Gateway DMP provides a better ability to collect and aggregate huge volumes of data from disparate sources, while maintaining privacy standards, according to the company.
How did the Center for Disease Control (CDC) convince people in high-risk age groups and health conditions to get a flu vaccination? Lotame worked with AED, a nonprofit agency focusing on education, health, civil society and economic development, to create a campaign for the CDC. .
As we have been covering in recent weeks here in Behavioral Insider, the decade-old basic art of behavioral targeting is being complemented in recent years by richer, deeper profiling of online audiences. Your browser history is not the sum total of who you are, what you value, or even the best determinant of where you will go next. Packing other attributes around basic usage patterns is the new name of the game in targeting. Among the providers in this category, Resonate Networks tries to better understand how consumers view their world and the values they apply to purchases and …
Behavioral targeting has become adept at telling marketers what people do online, but the methodology doesn't necessarily tell us much about why people do or do not engage with a promotion, let alone a brand. In fact, arguably, as digital technology gives us deeper and more granular insight about what actions -- in what order -- people take across multiple media platforms, we are seeing more emphasis at the high end on understanding broad brand affinity. What really aligns people with specific brands? What deeper associations do people make with the choices they make in certain content categories?
Many advertisers have focused on buying audiences during the past year mainly because the industry lacked a better way to manage and target ads to consumers based on Web site page content and semantic analysis. A partnership between MediaMath and Peer39 announced earlier this week could change that.
With the mass cease and desist order leveled against the iPad news aggregation app Zite the other day, the topic of personalized content apps like Zite and Flipbook have come into the media limelight. Personalizing news by way of various kinds of behaviorally based algorithms has been a promise chronicled in these columns many times over the past several years. Try as they might, these systems never seem to catch on. But with mobility and smartphone or tablet apps, the utility of personalization techniques has become more obvious.