The word annoying came up twice during today's OMMA Behavioral conference, and in neither instance was it used to refer to behavioral targeting. The first case was used to describe so-called "influencers" the people who influence others to do things via word of mouth or social networking. The second references was used in connection with Microsoft. No, not the annoying amount of press coverage triggered by its hostile takeover bid of Yahoo, but its supposedly helpful feature for navigating various Windows operating system applications. At least tha's what Brad Powers, CEO of Active Response Group, and …
Some things may need to change for BT to work, according to eMarketer's David Hallerman--namely the words we use to describe it. "There are a lot of intelligent people who spend more and more time online. When they hear they're getting targeted they get itchy. People don't want to be targeted or tracked," Hallerman said, during his post-lunch keynote. "The language of boar and hunting does not work with people."
Behavioral targeting may be becoming the new industry standard, but many of BT tools were created for static publishing, and not designed specifically for Â the rapidly evolving world of user-generated content.Â That probably explains why Lotame Solutions announced this morning that it has closed a multi- million dollar â€œseries Aâ€ round of financing led by Battery Ventures, with participation from existing investors Hillcrest Management and Betaworks. It seems those VCs are kind of keen on Lotameâ€™s so-called â€œCrowd Control Technology,â€ a system that optimizes behavioral targeting by capturing previously unavailable data based on engagement.
It seemed hard to believe that MediaPost could host a conference about behavioral targeting and not have one of its founding fathers, Tacoda's Dave Morgan, come along for the ride. And now we know why Morgan demured a role at this event. Seems he's leaving Tacoda, and its new parent AOL, five months after AOL acquired Tacoda for $275 million, and after Morgan was named executive vice president-global advertising strategy at AOL.
Talking about behavioral targeting strikes me as bit like analyzing a jazz tune. For the latter, the musician looks at all the confusing harmonies - some heading off in a weird tangent, some following the melody - and boils it down to a few basic changes.
Itâ€™s not even time for the midday break at the OMMA Behavioral conference, and the cherry metaphor already has been utilized twice to refer to behavioral targeting. No, itâ€™s not because itâ€™s still a virgin digital marketing application, itâ€™s because some gurus believe BT is a small, but crowning part of a tasty dessert. First IAC Media and Advertising CEO Peter Horan described BT as, â€œthe cherry on top of the whip cream on top of sundae. Itâ€™s a beautiful thing, but itâ€™s not enough.â€ During her â€œnext big thingâ€ panel later this …
Donna Bogatin questioned Arnie Gullov-Singh, vp of product management at Fox Interactive about diminishing CPMs and a devalued MySpace audience as social nets become ubiquitous.
Laredo Groupâ€™s Jason Heller got his OMMA Behavioral panel off on a questionable note, posing the question, â€œWhy are we here today? â€œIs there enough happening with behavioral targeting to warrant us getting together to discuss it for a day.â€ Robin Niefield, co-founder and CEO/strategist for Netplus Marketing, apparently thinks so. â€œIf marketers are talking about it, and if the FTC is talking about it, then we need to be talking about it as an industry,â€ she said.
Queried about whether the CPMs of social networks are in fact diminishing, Laredo Groupâ€™s Rob Graham, and moderator of a social networking panel at OMMA Behavioral, acknowledged he didnâ€™t have all the details to back that point up. â€œTo be honest with you, I get most of my news from headlines these days.â€ Graham confessed.
Panelists on social media said that the notion of full disclosure by adverisers on social networking sites is not that big an issue. "I think the privacy debate is overblown," says Arnie Gullov Singh, VP product management at Fox Interactive, "Because of all the studies we have done, all the users we have had in, all they seem to care about is having ads that are more relevant. I think that offering opt-out is important, because a group of people find it important. and from the perception standpoint you need to have it." He says social media has softened peoples' …