Introduction
Behavioral Targeting (BT) offers benefits to both advertisers and consumers. Ads that use BT technologies continually measure higher effectiveness and have now become part of any rational online campaign strategy.
As the New Year gets underway, it's becoming more and more apparent that BT is on the minds of online advertisers. The general verdict is that BT-enabled online advertising works a lot better than standard ad placement, and it's a huge step forward in the quest to get the right message to the right person at the right time.
It's important to examine the state of BT and what is needed to keep its growth moving forward.
The topics we'll be covering include:
Understanding BT Benefits
Defining Privacy
Giving Consumers More Control
Overcoming Consumer Data Obstacles
BT's Development
Where BT is Heading
Author Notes:A frequent contributor to iMedia Connection, Rob Graham has been an interactive communications and marketing specialist in the areas of production, training and marketing since 1990.
As an adjunct professor at University of Massachusetts at Lowell and Harvard University, Rob covers informational and design technologies in his classes. He is also the Director of LearningCraft, a marketing training company that offers instruction and training programs for brand managers, agency teams and direct marketers looking to achieve maximum ROI using Rich Media and Behavioral Marketing technologies.
Rob is the author of Advertising Interactively, a behavioral guide for creating effective interactive online ads, and has been a marketing and technology columnist covering Rich Media and Behavioral Marketing for more than five years. He lives with his family in New Hampshire.
