I'm wondering: As more people use smartphones for business-related searches that might become inapplicable in the future, what percentage of audience segments is built from inaccurate search signals? Aside from skewed audience segments, will the percentage of irrelevant targeted ads rise as more people rely on smartphones?
"Big data" was the dominant trope throughout this week's OMMA Data & Behavioral show. But it was fascinating to hear our speakers discuss, again and again, how data needs to be used judiciously, in concert with creative intelligence and consumers.
Lotame plans to announce Wednesday the launch of a platform that optimizes audience segments against campaign goals. The platform, Goal-driven Optimized Audiences (G.O.A.L.), analyzes the behavior of consumers each time they see or respond to a campaign.
Mobile applications are a mystery to some. Even developers and experienced programmers seemed surprised to find applications copying data from address books in smartphones, where sensitive data gets kept. It's too easy to capture personal identifiable information, even when keeping security in mind.
The former chief privacy officer of the FTC is only three months into his leadership of the NAI. He expects changes not only in his self-regulatory group's core code but also a widening of the discussion about what what industry self-policing needs to encompass in 2012.
Even for a longtime OBA watcher like me, using the tracking detection tool Ghostery was a revelation. Now owned by DAA compliance provider Evidon, the little plug-in for the browser tracks the trackers. Suddenly you could see that some of your favorite sites had cookies and beacons from a range of analytics companies, ad networks, data providers, etc. that most consumers had never heard of. And while the free utility has been available for years now, I still find many seasoned Web publishers who have never tried it.
Attributing data from cross-channel marketing strategies will become the next hurdle for marketers, especially as some search engines began withholding information from marketers. Yahoo last year shuttered Site Explorer, a link index. Microsoft removed support of the "link" command in its search engine Bing. Google continued to conceal link data, and said it would discontinue sharing logged-in user data.
I always knew I was a tech geek; I didn't need a new style of behavioral targeting to tell me that. I have a wife and daughter who are here to remind me of my "hopeless geekiness" pretty much at every opportunity. But who knew that my enjoyment of the music group Foster for the People would serve as a tip-off? According to the newly launched ToneMedia ad targeting company, people who search for this group and its lyrics (well, you try to decipher "Pumped Up Kicks" on your own) are 78% more likely than average to be IT decision-makers. …
Capturing product and category-level offline purchase data and tying it into online ad targeting to serve up display ads has not been easy. Google and others have been trying for years. But is ZIP+4 ad targeting the best the ad industry can do today? It gives advertisers the ability to pull in offline data based on ZIP codes plus the four-digit number that follows, narrowing down a user's geographic location.