Will Scully-Power: Managing Director, Datarati


The Web’s New Gold Mine: Your DATA
August 1, 2010, 11:08 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Web Analytics | Tags:

Hidden inside Ashley Hayes-Beaty’s computer, a tiny file helps gather personal details about her, all to be put up for sale for a tenth of a penny.

The file consists of a single code— 4c812db292272995e5416a323e79bd37—that secretly identifies her as a 26-year-old female in Nashville, Tenn.

The code knows that her favorite movies include “The Princess Bride,” “50 First Dates” and “10 Things I Hate About You.” It knows she enjoys the “Sex and the City” series. It knows she browses entertainment news and likes to take quizzes.

“Well, I like to think I have some mystery left to me, but apparently not!” Ms. Hayes-Beaty said when told what that snippet of code reveals about her. “The profile is eerily correct.”

Read FULL STORY: http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html



How Does Attitudinal Targeting Work?
June 24, 2010, 5:43 am
Filed under: Uncategorized | Tags: ,

Attitudinal Targeting incorporates extensive research, proprietary algorithms and methodology, and data analysis that are used to:

  • Define audiences based on a combination of over one thousand attitudinal and traditional characteristics including values, interests, issue positions, engagement levels, purchase behavior, etc.
  • Layer these attitudinal criteria with more conventional demographic, psychographic and lifestyle data to further refine the target audience
  • Use this data to pinpoint the optimal web sites that will get the campaign’s message in front of the highest concentration of the desired premium quality audience

The result: Resonate gives brands, advertisers and agencies the power to more precisely and effectively define and reach audience segments based on their attitudes, values and beliefs as well as their demographic characteristics.

They just raised $5 million.

More: http://www.resonatenetworks.com/



The Power Eye of ‘Internet Based Advertising’

Starting this week, AT&T, American Express, Microsoft and dozens of other major marketers will pull the veil off their web ads and show consumers what’s inside.

It’s the first trial of what some hope will become the online ad industry’s long-promised self-policing system designed to stave off the growing forces for regulation in Washington, as well as give consumers more control over how they are targeted by advertisers.

The system, deployed by a start-up called Better Advertising, will place an icon in the upper right-hand corner of the ads that looks like a cross between an eye and power button called the “power eye.” Consumers who mouse over the icon will get a view of all the data that was used to target the ad, as well as the option to opt-out of future targeting by those companies.

The system is one of several competing to get the endorsement of a coalition of organizations representing the ad industry, as well as the Council of Better Business Bureaus, which has been tasked by the industry and regulators to come up with a system of disclosure for consumers. Several online ad vendors also have proposals before the organization, but executives close to the process say Better Advertising, founded by former About.com chief Scott Meyer, is close to winning the deal.

Full Story: http://adage.com/digital/article?article_id=144557



PICS: From our Behavioural Targeting – Live Webcast – Sydney Studio

Missed the LIVE Webcast? No Problem.

View the On-Demand Version of the Webcast Here: www.Datarati.TV

Check out all the PICS here: www.flickr.com/Datarati



Behavioural data company raises $6million in Series A funding
May 11, 2010, 12:57 am
Filed under: Behavioural Targeting, Datarati, Technology | Tags: ,

Data is the lifeblood of the Web, but when it comes to advertising some of the most valuable data ends up all over the place. New York City startup Demdex captures behavioral data on behalf of Websites and advertisers and stores it in a “behavioral data bank.”

The 14-employee company just raised $6 million in a series A financing, led by Shasta Ventures. Seed round investors First Round Capital and Genacast Ventures also participated, bringing the total capital raised by the startup so far to $7.5 million.

More: http://techcrunch.com/2010/05/10/demdex-6-million



Behavioural Targeting in Australia – What is the state of play?

LIVE WEBCAST FROM SYDNEY THIS FRIDAY, CLICK BELOW TO REGISTER NOW!

REGISTER HERE: http://insights.datarati.com.au/Behavioural-Targeting-Webcast-May-2010.html



Behavioural Targeting – Live Webcast – Hosted By Datarati

One of the greatest challenges facing advertisers, publishers, agencies and audience measurement specialists is how to accurately identify and track  individual people over time to better estimate audience size, better target, better re-market and better optimise the overall  experience of our customers and prospects online.

While it may not be immediately obvious, the ability to track individuals can be quite difficult for a variety of reasons including:

- People use different computers at different times of the day (work, home)
- People have different computers in the home (office, family, personal)
- People use different devices to connect to the Internet (computer, phone)
- Multiple people might share devices (family computer, public terminals)
- People actively work to block and prevent audience tracking technologies

So what is the current state of play in Australia with regards to the following?

- Cookie deletion
- Privacy
- Measurement / Metrics
- Who owns the Data?
- Mobile

Join us for a FREE LIVE industry webcast at 2.30PM on Friday 7th May 2010.

You’ll hear from Australia’s industry’s leading experts including:

- Paul Fisher, CEO – Interactive Advertising Bureau (IAB)
– Scott Julian, CEO – Effective Measure
– Wendy Hogan, CEO – CBS Interactive
– Ali Ryan, CEO – Valued Interactive Media
– Kerry Field, Partner of Innovation – Mindshare

Moderated By: Will Scully-Power, Managing Director – Datarati

Register Here: http://cli.gs/W3X596



Behavioral Targeting Doubles Ad Effectiveness
March 31, 2010, 2:42 am
Filed under: Behavioural Targeting, Datarati | Tags:

Criticism of behaviorally targeted ads by consumers, privacy advocates and the government has led to uncertainty in the market, which eMarketer expects to reach nearly $1.13 billion this year. Research from theNetwork Advertising Initiative (NAI) indicates the high value of those ads, for both marketers and publishers.

The study, which looked at ads run on member networks during 2009, showed that among users who clicked on a behaviorally targeted ad, 6.8% converted. That compared with only 2.8% of those who clicked on a run-of-network ad. Clickers found behavioral ads more relevant, but the NAI did not study how likely they were to click in the first place, a key component of effectiveness.

More: http://www.emarketer.com/Article.aspx?R=1007599



Beencounter tracks the sites that your visitors have been to…
February 22, 2010, 11:56 am
Filed under: Behavioural Targeting, Datarati | Tags: ,

beencounter is a Behavioral Targeting and Behavioral Tracking service.

All major ad networks track Internet users across sites they visit.

This is done in order to show relevant ads based on the person’s interests rather based on the current site visited.

Until now this behavioral targeting and behavioral tracking was not available to site owners.

Now, beencounter lets you know which sites your visitors have been to.

More: http://www.beencounter.com/



iPrivacy badge hits behavioural targeting
January 28, 2010, 12:17 pm
Filed under: Behavioural Targeting, Datarati, Privacy | Tags: ,

Trying to ward off regulators, the advertising industry has agreed on a standard icon — a little “i” — that it will add to most online ads that use demographics and behavioral data to tell consumers what is happening.

Jules Polonetsky, the co-chairman and director of the Future of Privacy Forum, an advocacy group that helped create the symbol, compared it to the triangle made up of three arrows that tells consumers that something is recyclable.

The idea was “to come up with a recycling symbol — people will look at it, and once they know what it is, they’ll get it, and always get it,” Mr. Polonetsky said.

Most major companies running online ads are expected to begin adding the icon to their ads by midsummer, along with phrases like “Why did I get this ad?”

I wonder if Apple with have a problem with this name??

More: http://www.nytimes.com/2010/01/27/business/media/27adco.html?adxnnl=1&ref=technology&adxnnlx=1264680535-TzGUFlnOWjaoLvjBigEJnQ




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