Behavioral Targeting Could Change the Game

摘要

Behavioral targeting is the hot topic this year among publishers and advertisers, and for good reason. I have been covering this approach to online advertising since core providers like Revenue Science and Tacoda emerged several years ago. The dark art of behavioral ad targeting ("BT" in the trade) started out as a hard sell because it was the kind of web technology that was difficult for clients to see in action and it relied on following users with ads in a way that feels a little creepy. BT may actually represent the natural evolution of interactive marketing, because it takes information from a user (her recent browsing patterns) and feeds back to her ads that are more relevant to her immediate needs and interests.