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Full press release available at http://www.wunderloop.com/site/?page_id=83&lang=en
Tags: behavioural-targeting, TGP, UIM, united internet media, wunderloopRelated posts:
FarneyMedia.com
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If you read any online media magazine you have most likely stumbled on this new advertising paradigm coined “Behavioural Targeting”. It is being hailed as the “saviour of online advertising“, the holy-grail of marketing and so many other superlatives that you can’t stop asking yourself what the heck is the fuss all about.
Depending who you ask Behavioural Targeting is you will get a different answer. You see, it’s such a buzzword that most technology providers are quickly getting on the bandwagon sometimes by just adding that extra bullet point on their sales presentation’s “what we do” list even though they’re not offering anything new. But not all Behavioural Targeting (BT) is created the same.
Any form of targeting that uses a visitor’s current (session) or past (historical) activity can be considered Behavioural Targeting. So in a sense we could say Contextual targeting was a subset of behavioural as this is using the visitor’s current activity to determine what ads to deliver. This is usually not considered behavioural but it shows to what extent it’s possible to get confused.
The data sources
No matter how we dice and splice online Behavioural Targeting it all comes down to more or less the same data inputs:
With these inputs we can create segments at all the various shades of BT, with Contextual being at one extreme and Psychographic at the other.
How this data is captured also differs from company to company. There are two main methodologies, the first being with the collaboration of the web site publisher, who willingly participates by tagging the site with html code. Wunderloop, Audience Science and Tacoda use this method. The second is using the now infamous “Deep packets inspection” technology, which involves reading and changing the browsers requests at the ISP-network level. Phorm, NebuAd and Front-Porch are examples of such DPI technologies.
The different levels of BT
Re-targeting
The first level of BT is taking user’s activity beyond the results page. This is typically coined “Re-targeting” and is frequently used with top paid search terms and with specific publishers “conversion” pages such hitting half-way through a shopping order.
Companies such as RightMedia, DoubleClick or Adconion provide the technology for this type of targeting but most importantly they also provide the platform to buy the targeted inventory from their network of publishers.
Interesting-based targeting
Whilst re-targeting has very useful applications and it does perform quite well it has it’s limitations, mostly reach and scalability. Imagine you have 30 separate re-targeting pixels, one for each of the pages you want to track, it can start to become very messy to organise and book your campaigns based on this data. Not to mention forecasting.
Solution? Put all these data collection pixels together into “buckets” and give them a name based on the topic of the page you are tracking. Get all your car-related pixels into the bucket “Cars” and all your entertainment pixels into “Entertainment”. What this means, really, is that you can add new pixels to your data collection without having to worry about changing the targeting of your existing, and future, campaigns because the campaigns are just targeted to the “bucket”. This is what I call “smart re-targeting”, but the industry likes to call it “Interest-based targeting”. This is, for example, what Google launched this week.
In part II of this article: Profile cluster, Predictive socio-demographic and Predictive psychographics
Tags: acxiom, audience science, behavioural-targeting, claritas, front-porch, nebuad, online-advertising, phorm, predictive targeting, re-targeting, tacoda, technology, wunderloopRelated posts:
Torsten announced yesterday on his blog he will be joining wunderloop, so I guess it’s official now.
Coming from AOL DE, one of the long time wunderloop clients, he will join the exciting behavioural targeting company in July.
Welcome to wunderloop Torsten, and good luck!
Tags: aol, wunderloopRelated posts:
NMA Brand Republic iMedia Connection: Consumer Strategies Behavioural Targeting news Adotas MarketingVox ExchangeWire.com Segmentacion por comportamiento Sandlines
