If only marketers could read the minds of users. While psychic predictions may be the stuff of carnivals, it's becoming a real possibility for customers of 24/7 Real Media. Sort of.
According to a story in MediaWeek, 24/7, which is part of the WPP family, has inked a deal with Mindset Media to create user profiles based on personality traits.
Known as "Mindset Buys," 24/7's new offering claims to be able to deliver specific psychographic groups to advertisers across more than 1,500 member sites.
The psychographic traits, as identified by Mindset's in-house survey, are said to include such characteristics as creativity and spontaneity.
Mittwoch, 30. April 2008
Will Yahoo Create An Open Ad Profile?
Yahoo's mantra these days is openness. To that end Yahoo may create the ability for users to view their ad profiles -- the data that's being used to target them with advertising on Yahoo and its extended network. Yahoo EVP Jeff Weiner, speaking at the Economics of Social Media conference in LA yesterday, suggested that he'd like to see such a system in place at Yahoo. As CNET reports, a similar idea was floated but previously quashed at Yahoo. But now the environment in Sunnyvale is more (dare I say it?) open to the idea.
Consumers have consistently reported to researchers that they prefer relevant ads but don't like the idea of being tracked. This is a contradiction or paradox except in the search context (and to a lesser degree with content targeting) where tracking isn't required to serve relevant ads.
However the idea of a central ad profile that users could see, correct and control (see Google web history) to some degree offers an intriguing way to resolve the consumer conundrum of relevance vs. tracking. The CNET article suggests Yahoo's forthcoming universal profile might serve as the location for some or all of that activity.
Privacy and targeting policies (at a high level) could be disclosed and users could be given the option to state or provide more detail about their interests for better targeting. The ability to opt-out or turn off enhanced targeting could also be offered (AOL has proposed something similar). My sense is that most people would not opt out, especially if they understood they could at any time and "got" the connection between targeting and relevance.
Regardless, greater transparency and self-regulation are going to have to come to online behavioral targeting before regulators impose rules and conditions that publishers, ad networks and online marketers don't want.
Consumers have consistently reported to researchers that they prefer relevant ads but don't like the idea of being tracked. This is a contradiction or paradox except in the search context (and to a lesser degree with content targeting) where tracking isn't required to serve relevant ads.
However the idea of a central ad profile that users could see, correct and control (see Google web history) to some degree offers an intriguing way to resolve the consumer conundrum of relevance vs. tracking. The CNET article suggests Yahoo's forthcoming universal profile might serve as the location for some or all of that activity.
Privacy and targeting policies (at a high level) could be disclosed and users could be given the option to state or provide more detail about their interests for better targeting. The ability to opt-out or turn off enhanced targeting could also be offered (AOL has proposed something similar). My sense is that most people would not opt out, especially if they understood they could at any time and "got" the connection between targeting and relevance.
Regardless, greater transparency and self-regulation are going to have to come to online behavioral targeting before regulators impose rules and conditions that publishers, ad networks and online marketers don't want.
Nach Google-Übernahme: Vermarkter kehren Doubleclick den Rücken
Von: dpDem Adserving-Spezialisten Doubleclick laufen nach der Übernahme durch Google in Deutschland die Kunden davon, hat "FAZ"-Netzökonom Holger Schmidt erfahren.
Die Fusion von Google und Doubleclick ist deutschen Websitebetreibern und Online-Vermarktern unheimlich. Entsprechend groß ist der Drang, sich Alternativen zu dem Adserving-Spezialisten zu suchen. Wie "externer Link in neuem Fenster folgtFAZ"-Netzökonom Holger Schmidt berichtet, ist Interactive Media als erster großer Online-Vermarkter zum Konkurrenten Adtech gewechselt. United Internet Media sicherte sich durch eine Beteiligung an Adition eine potenzielle Alternative zu Doubleclick. Auch andere Marktteilnehmer würden derzeit intensiv über einen Wechsel nachdenken. "In der Branche ist ganz viel Bewegung", zitiert Schmidt einen Branchenkenner.
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