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Industry News - July 23, 2008
By Libby Waldo | July 23, 2008
7 deadly myths of behavioral targeting
Targeting is the backbone of advertising — online and offline. It guides decisions throughout the entire campaign life cycle, from creative development to media placements and strategic planning to the overall marketing mix. Combining the tracking capabilities of the internet with the demographic data we all know and love, behavioral targeting is destined for stardom. It is a technique that everyone wants to master, and few have maximized.
Behavioral targeting gives marketers the ability to serve pertinent ads to predetermined user segments — not wasting resources on the rest. With so many potential consumers online, behavioral targeting was inevitable. With an overcrowded online space, endless browsing options and advancements in tracking abilities, the reassurance that behavioral targeting gives online advertisers by serving ads to those who exhibit a preference for a product/service is unbeatable. Using this technique, marketers can cater advertisements to users based on how they actually behave, not just on what demographic buckets theorize on how they do.
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