Got Ads?
12/28/2006
  Behavioral Targeting: Huge in '07
What's the most important ad technology for 2007? I think it's Behavioral Targeting.

Behavioural Targeting (or BT) is simply the ability to show you ads based on what you do (your behaviour) on the web.

The Wall St. Journal has an article discussing Microsofts attempt to use behavioral targeting in combination with search ads:

If someone types in "compare car prices" on Live Search, Microsoft's computers note that the person is probably considering buying a vehicle. The computers then check with the list of Hotmail accounts to see if they have any information on the person. ... Microsoft says that in testing in the U.S., behavioral targeting increased clicks on ads by as much as 76%.

Microsoft doesn't really matter much, especially in search. The biggest player in BT is Yahoo!, since they have the most email users and a broad network of content sites. Google could start to do it more as well, mostly based off of your search history, though they've mentioned they won't use it with AdSense. Tacoda is the best known, and probably biggest 3rd party ad network which touts BT more than anyone else.

Behavioural targeting is important because it works and when you have a huge database of peoples interests from their click stream and email, you can really improve ad response rate. In 2007, you should see a lot more offerings, a lot more proof that it works, and the price should go up a lot too!

Labels: , ,

 


Links to this post:

Create a Link



<< Home

Subscribe to GotAds?



Links



Recent Posts

Behavioral Targeting: Huge in '07


Archives

February 2005 /  March 2005 /  April 2005 /  May 2005 /  June 2005 /  July 2005 /  August 2005 /  September 2005 /  October 2005 /  November 2005 /  December 2005 /  January 2006 /  February 2006 /  March 2006 /  April 2006 /  May 2006 /  June 2006 /  July 2006 /  August 2006 /  September 2006 /  October 2006 /  November 2006 /  December 2006 /  January 2007 /  February 2007 /  March 2007 /  April 2007 /  May 2007 /  June 2007 /  July 2007 /  August 2007 /  September 2007 /  October 2007 /  November 2007 /  December 2007 /  January 2008 /  February 2008 /  March 2008 /  April 2008 /  May 2008 /  June 2008 /  July 2008 /  August 2008 /  September 2008 /  November 2008 /  December 2008 /  January 2009 /  March 2009 /