Skip to content

Category Archives: behavioral targeting

The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies

I’m moderating a panel at ad:tech SF this year – any suggestions or questions in advance are appreciated.
The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies
Media wastage. Sluggish click-through rates. Poor-performing leads. Are these the “necessary evils” of the online marketing world? As online targeting evolves, new data sources have emerged to pinpoint your [...]

Posted 03 April 2009 † dhelmreich § ad:tech § lead generation § lead verification ‡ Comments (2) ° Tagged: , , ,

Do consumers really care about controlling their behavioral profiles?

Given the recent press on BlueKai, eXelate, and Google’s new "Interest Based Advertising", and the many mentions of giving users control over their profile and preferences, I’ll bet that less than 2/10th of 1% of the users that have a BlueKai or eXelate cookie ever opt-out or change their profile.
I’d really like some stats, but [...]

Posted 31 March 2009 † dhelmreich § privacy ‡ Comments (0) ° Tagged: , ,

Behavioral Targeting – the myth that online behavior is predictive of future interest

Behavioral Targeting – the myth that online behavior is predictive of future interest
A core preoccupation of online targeting has been to locate the most likely prospects to pursue among the millions of active Web searchers, shoppers and browsers. In this pursuit, marketers have increasingly moved from a focus on the Web page to the person, [...]

Posted 16 March 2009 † dhelmreich § ‡ Comments (2) °

Gator / Claria / Jellycloud finally shuts down.

I thought we would never see the day.
The infamous spyware company, Gator, having rebranded at least twice and most recently losing several of their "key" employees to the toxic, ISP behavioral targeting firm, NebuAd, had shuttered it’s doors.
http://venturebeat.com/2008/10/06/controversial-ad-company-jellycloud-shuts-down-citing-industry-consolidation/

Posted 06 October 2008 † dhelmreich § fraud ‡ Comments (0) °

ISP Based BT under scrutiny in the UK

There was an interesting article this morning on ClickZ detailing the privacy scrutiny that is being placed on a UK-based ISP-based Behavioral Targeting company.
Some of the interesting tidbits from the article follow – don’t you think they would have been better prepared to deal with the consumer privacy backlash?
If this is the prevailing wind in [...]

Posted 07 March 2008 † dhelmreich § ‡ Comments (0) °

Behavioral Targeting – what we need to do next?

Curent methods:? Offline, online, cookie-based, ISP-based.? Current issues:? social networking privacy concerns, opt-in, opt-out, standards, relevant guidelines.
What is the impact of consolidation in the industry if traffic is the ultimate commodity.? Over the past couple of years, the acquisitions in the market have been around data and traffic.
If better connecting the [...]

Posted 07 March 2008 † admin § ‡ Comments (0) °

Is Behavioral Targeting (BT) an invasion of privacy?

I recently asked a question regarding BT on LinkedIn, and received some very interesting responses. Obviously this is a very unscientific survey that is clearly skewed and not normally distributed, but the responses are interesting nonetheless:
I have included a few below:

“No, I do not think it is an invasion of privacy. It’s no [...]

Posted 13 February 2008 † admin § ‡ Comments (0) °

OMMA Behavioral: “The Hot Zone: The State of the BT Market”

David Hallerman, Senior Analyst, eMarketer

Spending and where it is going

US Internet Advertising Spending – $50B in 2012
US BT Ad Spending, $3.5B in 2012

As share of spend, 9.6% of total US Internet Advertising Spending in 2012

BT will get a 27% budget increase in 2008

Why dollars don’t deceive – stats for 2008

Google net revenue (US Only) 8.4B
Retail [...]

Posted 11 February 2008 † admin § ‡ Comments (0) °

OMMA Behavioral: “Are You In or Are You Out?: Targeting the Social Network”

Moderator: Rob Graham, VP of Creative and Technical Training, The Laredo Group

Panelist: Molly Hop, Group Media Director, Critical Mass;
Jeff Freedman, Director of Business Development, MillionsofUs
Davis Brewer, Lead Digital [...]

Posted 11 February 2008 † admin § privacy § social networks ‡ Comments (0) ° Tagged: , ,

Hyper-targeting without the Hype

Peter Horan, CEO, IAC Media and Advertising
For as much interest and success as we have had in BT – what we are seeing and doing now is the very very early stages.
“What is the business of Media and Advertiisng really all about?”
Media is the business of offering marketers access to audiences of influential [...]

Posted 11 February 2008 † admin § ‡ Comments (2) °