Dudley Fitzpatrick, along with JAGTAG co-founder Jason Alan Snyder, updated a U.S. patent application this month filed in June 2011 for "Apparatuses, Methods And Systems For Anticipatory Information Querying And Serving On Mobile Devices Based On Profiles." The application describes a method to use a code-triggered information server to serve content, demographics and behavior-targeted information to users via mobile devices.
Cash-strapped, house-poor, expecting a double dip, American consumers are facing the holiday shopping season with some dread this year. According to a new survey by SteelHouse, which retargets shoppers based on shopping personalities as well as buying behaviors, 82% of us say we will change our shopping behaviors this season. Half of us will do comparison shopping more often and 62% say we will spend less overall. But the key beneficiaries of our cash crunch is digital media.
Stanford University computer scientist Jonathan Mayer released a paper recently highlighting the data leakage issues of behavioral targeting. He found Web sites share log-in names and personal information, such as a person's first and last names. Viewing a local ad on Home Depot's Web site might send the information to about a dozen companies.
Forget online behavioral advertising planting cookies on everyone's browsers. Forget the prospect of some enterprising data geek knitting together all that non-PII (personally identifiable information) into PII. Forget the stalking of retargeters. Forget the fears of being prejudicially segmented by marketers into unfavorable audience buckets. Forget about National Security Agency snooping. I say, set aside all of those concerns over privacy violations by any third party. We may all have our hands full for a while just managing the trail of digital behaviors all of us leave exposed haphazardly in a world of cloud storage and computing.
Facebook Fan pages have become nirvana for marketers looking for a solid earned media strategy, but who also want a data and targeting platform that improves accountability for marketing budgets and one-on-one relationship with potential and existing customers. Consider this the next form of behavioral targeting. And as the holidays quickly approach, marketers need to find way to increase traffic to Facebook Fan pages. Barilliance co-founder Ido Ariel thinks he has the answer.
Among the new intimacies of technology is its knowledge of where you are and the ability to read into location your intent. The nightmare and clichéd scenario of being pinged by Starbucks as you pass their store has always been held out as the dark side of mobile marketing's potential. In that view, geofencing (or using location as a trigger for mobile messaging) is something akin to being assaulted at shopping malls by overly aggressive kiosk salespeople -- because you look like the kind of guy who needs those microwaveable, chamomile-scented neck collars.
Companies continue to dig deeper into social platforms, even those developing behavioral targeting platforms. The accuracy with which these tools now serve up ads continue to become a bit creepy. It reminds me of the last time I logged on to Google Street View to check out my house and saw neighbors outside in mid-step walking down the sidewalk.