Trent Adams's Library tagged "behavioral targeting" → View Popular

17 Feb 09

A day after the Federal Trade Commission issued its revised guidelines for managing privacy concerns in behaviorally targeted advertising, industry figures are starting to weigh in and pore over details.
The FTC continues to stress four main principles of "Transparency and Consumer Control," "Reasonable Security," "Affirmative Express Consent for Material Changes" and "Affirmative Express Consent for to Using Sensitive Data for Behavioral Advertising.
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- Murkier still will be the core definition of PII (personally identifiable information). The FTC believes that PII is data "that could reasonable be associated with a particular consumer or computer or other device, regardless of whether the data is 'personally identifiable' in the traditional sense." In the long run, the most challenging part of the revised guidelines for the industry may not come in the official principles themselves so much as in the evolving thinking at the FTC about PII. The Commission officers indicate throughout the document that changing technologies "have made the line between personally identifiable and non-personally identifiable information increasingly unclear."

18 Aug 08

BI: What share of your clients are using BT? And what place does the technology have in their overall plans?

Katz: Probably 30% to 40% of the advertisers we work with are doing behavioral. A lot of them are still doing loose demographic targeting. They are looking at BT as a component of the overall campaign. So there’s a run of network component, there may be a custom component and behavioral as well. The role of the behavioral is to measure the ROI at a higher CPM to get a very targeted core audience.
BI What benefits do publishers get from the transparency?

Katz: We are able to sell their inventory at higher rates than a blind network would. A blind network is all about reach and scale, whereas we are about transparency and creating a brand-friendly environment across the major publishers.

21 Jul 08

12 Mar 08

I recently spoke with SocialMedia CEO Seth Goldstein about this growing phenomenon and his business. SocialMedia offers an innovative model that brings together the efficacy of behavioral targeting and the wealth of consumer data available on the social networks. The company targets ads to users based on the actions they take within applications on Facebook and the other social networks.