Return to Is Search Behavioral Targeting?
There are quite a few media and technology vendors selling behavioral targeting solutions. It's no fault of their own, but they tend to sell inventory and technology that implements only basic-level BT solutions. Who can blame them? It's what sells.
Advertisers that want to take advantage of what BT truly offers, however, should move beyond these simple techniques and get into the space where the real innovation is happening. That involves knowing more about your customer, producing assets to address different customer and prospect types, and looking for the behaviors that differentiate one type of potential customer from another.
Behavioral targeting can help pull your most likely customers out of a virtual sea of ad inventory. To avoid getting stuck in a cycle of testing every little basic tactic pitched by a publisher or technology vendor, get a handle on what your various customer types look like from a behavioral perspective and then tailor your media campaigns to match.
Tom Hespos is the president of Underscore Marketing and blogs at Hespos.com. Read full bio.
