Looking at the Future of Behavioral Targeting
|
Written By Reprise Media | November 2, 2005 | Share This
|
|
We all know it’s good for marketers but how can behavioral marketing benefit the individual consumer?
David Mittenhouse has a short piece in ClickZ in which he speaks to Carla Hendra, co-CEO of Ogilvy North America, about that very issue. It’s definitely a current one - Microsoft plans on offering behavioral targeting on its contextual ad system starting next year and they’re one of many firms engaging in this tactic.
Here’s a quotable quote:
“Marketers are using behavioral data from their Web sites in new and interesting ways. They’re saying, ‘This and this means that that person may be about to do this’ and responding quickly with communications and offers. We use this information day in and day out as direct marketers, though the challenge is using it correctly. I’m not sure if, for example, search histories are valuable compared with behavioral data such as purchase histories. We’ll find out.”
On a similar note, Online Media Daily is running a three-part series on the future of behavioral targeting. Here’s the first installment.
Related: The Third Evolution of Interactive Media
Topics: Advertising: Behavioral |