Behavioral Targeting

TBUS 450

Kevin Brown, Hannah Krueger, FeiFei Lin, Hee Jin Cho

What is behavioral targeting?

The goal is to know who is interested in your product, and when they are ready to buy.

Ad networks partner with thousands of websites to access their visitor traffic information.

web users “cookies”

IP addresses

Links clicked on

Search history

use this info to file each person into niche markets.

What does it look like?

How often are we being targeted?

-The pages browsed on a website

-The time spent on the site

-The clicks made

-The recency of the visit

-The overall interaction with the site

Yamibuy

-the largest online shop for Asian food, beauty, tools and houseware, and health products in the U.S.A

Is the technology effective/accurate?

-whether BT truly has the ability to help online advertising

-how much BT can help online advertising using commonly used evaluation metrics

-which BT strategy can work better than others for ads deliveryHow much can Behavioral Targeting Help Online Advertising?

Do we have a choice in being targeted? Yes & No

Turn cookies off

Delete Cookies

Secure Encrypted Browser

ex. Epic Privacy Browser

“Visiting the top 50 websites will install over 3,000 tracking files on your

computer.” -EPB

Pros and Cons

Pros

Allows to know customers very well

Anticipate the needs and wants of current clients

Increase productivity

Marketing research and new innovations

Cons

Expensive

Doesn’t work for all products

Privacy concerns

Problems with location-based marketing

Limited reach

Companies use this technology

Facebook

Amazon

Google

What does the future of behavioral targeting look like?

Age of Transparency

Digital & Physical Reality Become Fully Integrated

Augmented Reality

“We know where you are. We know where you’ve been. We can more or less know what you’re thinking about.”- Former Search Engine CEO

References:

Report: How much can Behavioral Targeting Help Online Advertising?

Yan, J., Liu, N., & Wang, G. (n.d.). How much can Behavioral Targeting Help Online Advertising? (pp. 261-262, Rep.). WWW 2009 MADRID! Retrieved December 4, 2016.

Glanert, M. (2012, May 17). Behavioral Targeting Pros and Cons - Behavioral Targeting Blog. Retrieved December 05, 2016, from http://behavioraltargeting.biz/behavioral-targeting-pros-and-cons/

https://www.epicbrowser.com

George Mathewhttps://blog.kissmetrics.com/behavioral-advertising/

Q & A