Behavioral Advertising / Publicité Comportementale » Best Off

Observations Across The Ad Landscape

Share — Mon, 19 Jul 2010 19:54:55 +0000

Wepman also confirmed data is the new currency in the targeting world, but not all data is traded equally. Social sharing produces the most value data, followed by search intent, and retargeting.

The Coming Data Explosion

Share — Mon, 31 May 2010 17:58:33 +0000

We don’t know yet which computing or Internet companies will be most successful over the next 5-10 years, but one thing is for sure. They’ll have to know how to process and make sense of massive quantities of data flowing through the Web – and do it in real-time.

Ciblage comportemental, cookies : sortir de la boite noire

Share — Thu, 27 May 2010 06:44:35 +0000

Bienvenue aux 4ème atelier du club de CBWeb sur le ciblage comportemental. Un terme significatif qui permet d’afficher des publicités, des contenus éditoriaux ou des vignettes de produits ou service d’e-commerce en adéquation avec le comportement de l’internaute sur Internet ou sur mobile. Une technique révolutionnaire qui permet de toucher le consommateur à tout moment sans être intrusif.

Q&A: The Internet’s Traffic Cop

Share — Fri, 14 May 2010 06:19:17 +0000

The ad industry is going to go through a big transformation. The technology already exists to sell to a user or audience, but this will be a much different experience. For example, today you can be watching baseball, and there will be an ad on the backstop behind the players tailored to your state or area. But eventually, we could put a car you designed there, or something specific to you. It becomes very relevant advertising. We’re working with our media partners to get ready for that, and of course media is what’s crushing in terms of the Internet.

Dynamic Segmentation (La Nouvelle Vague)

Share — Sun, 11 Apr 2010 14:33:12 +0000

As every Search marketer knows the success of segmentation is finding the optimal blend variables from which to form your segment. Most targeting success is predicated on how well you can do this. How well you can do this is based on the data you are using to support making your decisions. This is the gravitational force of segmentation optimization.

Negative Value Audience Targeting

Share — Tue, 06 Apr 2010 22:47:19 +0000

Honestly ask yourself who wouldn’t be a good candidate for your offer and why by asking questions like:

Which consumer behavioral characteristics will render my offer meaningless and unneeded?

What lifestyle and environmental factors will get in the way of your offer being a feasible solution for a consumer?

What about timing? Are there seasonal, lifecycle, or personal need timelines that this offer doesn’t jibe with?

NAI Stats: Behavioral Targeting Is Pure Gold

Share — Wed, 24 Mar 2010 14:31:15 +0000

According to the latest research by the National Advertising Initiative, the eggs are more golden than ever. In its first-ever study of the pricing and effectiveness of behaviorally targeted advertising, data from 12 major ad networks showed that such marketing garnered 2.68 times as much revenue per ad as its non-targeted “run of network” cousin.

Getting Real: Ad Exchanges, RTB, and the Future of Online Advertising

Share — Tue, 23 Mar 2010 13:06:29 +0000

Real-time bidding on inventory, instantaneous delivery, and ever-deeper audience segmentation and insight have reinvigorated a tired industry. Both advertisers and publishers are feeling newly empowered, along with a host of intermediaries who are attracting a fresh wave of investment.

Primer: Deterministic vs. Discovery Segmentation

Share — Tue, 16 Mar 2010 07:22:12 +0000

Once you’ve decided what to segment (demographic, behavioral, or attitudinal), the next question is: how do you create the segments? Remember, the goal of segmentation is to create groups of people who have something in common. When it comes to creating segmentations, there are two main alternative approaches: deterministic segmentation strategies and discovery segmentation strategies…

An inventor’s shocking forecasts for marketing technology

Share — Tue, 09 Mar 2010 08:59:42 +0000