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01 02 2010

Privacy Restrictions May Open Ad Targeting Doors

Publié par Share dans Best Off, Chiffres clés

eMarketer estimates online advertisers in the US will spend more than $1.1 billion on behaviorally targeted advertising. By 2014, spending will hit $2.6 billion. The estimate represents steady growth rates of about 20% from 2009 through 2014.

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29 01 2010

From Black Box to Legos: Democratizing Behavioral Analytics

Publié par Share dans Best Off

I am sure that other vendors have either deployed or will follow suit with mortal-friendly behavioral analytics. Actually, I can imagine some downsides to proliferating BT tools around the office. Who is going to monitor which audiences are being tapped — for what, by whom, and to what end? But what struck me about watching someone play with these drag and drop attributes was the toy-like aspect to these technologies. Finding new and creative uses for behavioral data is going to be a kind of play and there is a real advantage to making what had been a black box into a crate of Legos.

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22 01 2010

German Media Tag-Teaming Against Google ‘Monopoly’

Publié par Share dans Best Off, wunderLOOP

Four of Germany’s largest media groups are set to form a shared web advertising network, after winning clearence from the European Commission’s competition department. The commision said there was no anticompetitive effect from a “proposed joint venture would develop and sell a new product to allow advertisers to reach better defined target groups of Internet users whose profiles would be created based on anonymous data collected throughout a large network of participating websites”.

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11 01 2010

The Cookie Won’t Crumble! Online Data Predictions for 2010

Publié par Share dans Best Off

In the same way that contextual ad technology companies have relied on machine learning technology to optimize their ad serving for the better part of this last decade, we will see a growth in behavioral optimization – the use of advanced algorithms and machine learning technology to add an additional layer of optimization to behavioral targeting. This technology can analyze and optimize data patterns in milliseconds in order to improve behavioral ad targeting.

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16 12 2009

Putting Targeting to Work

Publié par Share dans Best Off, Chiffres clés

Just 30.5% of marketers surveyed had used retargeted display ads in the past, but the majority of those who had reported those ads had a greater impact.

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14 12 2009

Seven Predictions for 2010 from eMarketer’s CEO

Publié par Share dans Best Off

Each of these trends will lead to more precise targeting.  Media fragmentation will force marketers to target their messages to ever smaller niche audiences.  That “true value” is being unearthed by better measurement systems, such as more efficient targeting. This goes right along with the drive toward improved targeting and increasingly efficient media buys.

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03 12 2009

TALKING DIGITAL: Talking ’bout a revolution

Publié par Share dans Article de fond, Best Off, IAB

There are many challenges, more than three. In no particular order, I’d say for IAB the top issues are: Understanding and implementing tight safeguards for consumer privacy rights and expectations to avoid destructive and consumer-unfriendly government regulation; getting consistent measurement standards by which buyers and sellers can transact the basic business of interactive advertising more simply and cheaply; proving to brand marketers who believe that interactive is primarily a direct-response vehicle that it can build and sustain premium brands through time; and teaching media companies to transform – for we’re now in an environment where transformation will always be necessary.

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03 12 2009

Top Nine Takeaways from 2009

Publié par Share dans Best Off

What’s most interesting about exchanges is the underlying change in media planning they enable. Instead of planning via an RFP process that revolves around sites, audience-based planning starts with the question, if you could define your target audience as precisely as you wanted to, what would that look like? Chances are, the combination of available data and the blank canvas of exchange inventory means that targeting approach could be put into place. Where the ad appears (within reason) is less of a consideration.

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26 11 2009

How to fix broken behavioral targeting

Publié par Share dans Article de fond, Best Off

In a business climate where reduced ad spending translates into an urgent need for greater efficiency and ROI, high performance behavioral targeting presents an incredible opportunity for marketers to stretch their ad dollars even further. By leveraging richer behavioral data, and with the right real-time technologies powering their behavioral targeting efforts, marketers will start to realize greater returns from their campaigns because they’ll be finally tapping into the right audience in the right context. 

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19 11 2009

Think Of BT As A Spiritual Cleansing

Publié par Share dans Best Off

Similar to religion, sometimes people just don’t want to talk about BT. It often feels like pulling teeth to get executives to express their point of view about BT platforms. Yet how will marketers understand and learn about the technology if no one wants to talk about it? I suppose you can hash out the details behind closed doors, so it takes another 10 years before the technology catches on.

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17 11 2009

Behavioural targeting needs to raise its game

Publié par Share dans Best Off

When so many publishers work with a behavioural targeting specialist and the likes of Microsoft, Yahoo and AOL have their own behavioural technology, why is so little of their inventory targeted at me? Instead I’m inundated with ads to get dental surgery, credit scoring or the latest car model, none of which reflects my online behaviour.

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11 11 2009

A Closer Look at Online Data

Publié par Share dans Best Off, Data Exchanges

Taxonomy was discussed at length on the panel, as concerns about differences in the classification of data came to the forefront.  Panelists debated: Should the industry have a universal taxonomy as a way to help standardize data across the board?  One panelist said that his sales people can’t keep up with the algorithms doing the classifications and, therefore, are not in sync with the different data segmentation occurring in the industry.

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11 11 2009

Yahoo’s Latest Pitch To Investors

Publié par Share dans Best Off, Yahoo!

At the Piper Jaffray Global Internet Summit today, analysts wanted to know why Yahoo was a good bet. The company’s repeated response: Data. Yahoo senior director David Kopp and VP Dev Patel fended off questions about challenges to the company’s businesses by saying that the company had a breadth of information about its users that it could use to target ads. Two transcribed exchanges, after the jump.

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03 11 2009

« Le marketing comportemental » : Mieux connaître l’internaute pour mieux communiquer

Publié par Share dans Best Off

Emergence de la marque, quête de la préférence client, maîtrise des retours sur investissement, rationalisation des budgets… sont autant de points sur lesquels peuvent contribuer positivement la mise en œuvre d’un marketing comportemental. Le livre blanc « Le Marketing comportemental » réalisé par Laure Gaillard, consultante en nouvelles technologies, pour l’Electronic Business Group (EBG), en partenariat avec Acxiom, Orange Advertising Network, SAS France et Wunderloop présente un état de l’art assorti des témoignages d’une trentaine d’annonceurs.

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02 11 2009

Le ciblage publicitaire comportemental sur Internet

Publié par Share dans Best Off

Le dossier ciblage comportemental a été complètement remis à jour et comporte désormais une trentaine d’articles sur les différentes applications et techniques d’optimisation.

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28 10 2009

The New Online Advertising Ecosystem

Publié par Share dans Best Off

It’s all about the data: Data has the potential to be both a significant source of revenue as well as a « slippery slope, » as was pointed out by Huffington Post CEO, Eric Hippeau. One thing is certain: panelists made clear that if you don’t have a data strategy, you better get one.

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