Commentary
Amazon Tells Advertisers To Use Behavioral Signals In OTT Ad Campaigns
- by Laurie Sullivan , Staff Writer @lauriesullivan, December 4, 2020
Comscore on Thursday, in a partnership with MediaMath, launched a programmatic contextual targeting solution for connected TV (CTV) and video on the open
exchange. Speaking with Rachel Gantz, general manager of Activation Solutions at Comscore, on Thursday got me thinking about behavioral targeting and context.
The launch of CTV and video …
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Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
Always be wary of comparisons in percentage changes when the raw data is not reported.
For example, A may have gone from 1m to 1.25m (+25%), B may have gone from 500k to 650k (+30%), while C may have gone from 50k to 80k (+60%).
On a percentage basis C is the winner. On a volume basis A is the winner. Relativity of the 'base number' is vital.
If, by "behavioral" they mean mindset then this is hardly big news as most advertisers employ some sort of mindset appeals to promote use of their brands in their traditional media ads. Imagine the stupidity of a toothpate brand merely targeting people with teeth or those who brush two times per day without trying to differentiate the brand from competitors. It might be a health pitch or a convenience pitch or a celebrity endorsement or something else---or combinations of appeals---but it's not just that you brush youir teeth---or you're in the supposedly vitally important 18-49 age group.