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Behavioral Targeting – Know More
By Find2k | August 21, 2008
Behavioral targeting or behavioural targeting is a technique used by an online publishers and advertisers to increase the effectiveness of their campaigns.
Well how they increase the effectiveness of advertisers campaigns?
Behavioral targeting uses information collected on an individual’s web-browsing behavior, that means it will put a cookie on your system and make a track of the pages you are visiting on the website or the searches that you have made and than on the basis of that observation the publisher system will select the advertisements that will be somehow relevant to the searches or pages that individual have visited. In short, the publisher will show ads on the basis of user behaviour on the website.
The practitioners believe that this helps them deliver their online advertisements to the users who are most likely to be influenced by them and who are more likely to click and generate better revenue for the site owner.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content. Basically others factors are an add-on it’s like a complete pack of all the instruments which you would like to work with.
Behavioral Targeting allows a site owner or an ad network to display the ad content more relevant and as per the interests of the individual viewing the page. On that theory the properly targeted ads will get more consumer interest and the seller may ask for a premium for these over random advertising or ads based on the context of a site as the advertiser is going to get huge revenues out of it, as most of the user will convert and their will be less exit rates.
Some more updates behavioural targeting by eMarketer are:
Held back by incomplete technology development, brand marketers’ preference to have ads appear with relevant content and concerns over violating consumer privacy, eMarketer estimates that US spending for behaviorally targeted online advertising will reach only $775 million in 2008.
The Behavioral Targeting report analyzes the trends that are driving, and delaying, development of this promising new online channel. Things may not be going smoothly, but they are about to change. eMarketer projects that behaviorally targeted ad spending will reach $4.4 billion by the end of 2012. Mainstream adoption of online video advertising will be the key factor driving behaviorally targeted ad spending to nearly 25% of all US display ad spending that year.
There are also few concerns regarding Behavioral targeting in the mind of a user and that is privacy issues. This is a controversy that the behavioral targeting industry is trying to contain through education, advocacy & product constraints to keep all information non-personally identifiable or to obtain permission from end-users.
AOL created animated cartoons in 2008 to explain to its users that their past actions may determine the content of ads they see in the future.
Canadian academics from the at the University of Ottawa Canadian Internet Policy and Public Interest Clinic have recently demanded the federal privacy commissioner to investigate online profiling of Internet users for targeted advertising.
Topics: Internet Marketing, Search Marketing, behavioral targeting |