This entry was posted on 4/9/2007 10:10 AM and is filed under uncategorized.
Today I published an article iMediaConnection, Moving Beyond Event-Based Targeting. The assignment was to 'go deep' with behavioral targeting, something that is uncommon on iMediaConnection.
It is not that IMC doesn't cover BT well, because it does publish at a fairly decent frequency (maybe once or twice every 2 weeks). It's just that it speaks to the lower-common denominator with respect to the topic. Behavioral targeting is a hot topic and yet most of the articles that you read in IMC, MediaPost and ClickZ – among other industry trades – are about network targeting. My blog borders on enraged reactions to the misnomer that network targeting is not really targeting deep behaviors at all.
So I convinced the folks at IMC to let me put out an article that redefined BT into classifications – event-based behavioral targeting and explained network, ad server, site-side and search in these terms. I ‘went deep’ by introducing the concept that these capabilities are all very relevant but that they need to be tied together. I have another article that I am trying to get IMC to publish for me that goes into much greater detail. I don’t know if they’ll run it – and if they don’t I will post it here. But I will let you know if it is coming out. My position is that once we can all begin to recognize that there are levels to BT, there are techniques to each level and there are available technologies that tie them together; then we won’t be so focused on just one kind of BT or one set of results. Stay tuned.
12/12/2008 5:01 AMLead Generation wrote:
Great job on your post about behavioral targeting. Before i think it is very hard to analyze the behavior of the site's visitor but according to what you have discussed it is possible and i think easy. Reply to this
2/24/2009 4:55 AMseo experts wrote:
Behavioral targeting is something different form of marketing interface with traffic segmentation. Please let me know, when you will get published the content on event based behavioral targeting for internet marketing conversions. Reply to this
4/21/2009 5:09 PM
Ari Kaufman wrote:
Sorry for not responding to you sooner. This is a topic that I need to revisit but am working on again. Keep an eye on the blog and I should have something up over the next couple of weeks.
The key driver is the difference between targeting a user based on actions vs targeting a user based on data derived from a source of interactions. For example - if you deduce that someone is a certain type of web user based on pages that they have visited that is event based targeting. If you deduce that someone is a certain type of web user based on qualified data points that you have collected while interacting with the individual - i.e., shopping cart or other transactional interaction - then that would be behavioral targeting as I define it.
