Our media strategies editor takes a look at behavioral targeting's uses, how to define success and its future as a campaign tactic.
Behavioral targeting was the belle of the online advertising ball back in 2005, when it was among that year's hottest buzzwords. In the two years since, behavioral targeting has become a de rigueur tactic of online media planning conversation. But how much of the talk has converted to use?
This past year, AOL purchased Tacoda Systems, one of the first, best-known BT platforms, for close to $300 million, some sources said in August 2007, when the deal was announced. This would indicate that the belief in BT as an effective, profitable method of getting an advertiser's message in front of an audience that would find that message interesting, engaging or useful is pretty strong.
BT attempts to address the fact that though an individual may not be in a specific media context that has affinity to a product or service, it does not mean that the individual is not in the market for that particular product or service.
We'll take a look at some examples of BT's uses and success. We will also examine the right way to look at BT and just what kind of future it has.
Author notes: Media Strategies Editor Jim Meskauskas is vice president and director of online media for ICON International, Inc., an Omnicom Company. Read full bio.
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