Will Scully-Power


NEW DATA: Attitudes to online behavioural targeting
February 13, 2011, 11:59 pm
Filed under: #mktgcloud, Behavioural Targeting, Data, Datarati | Tags:

There’s little question that web users understand a tradeoff is necessary to receive free content. The vast majority accept that they’ll have to view ads in exchange; according to a January 2011 survey fromKrux Digital, 87% believe such a tradeoff is reasonable. But as marketers know, opinions become less favorable when those ads are targeted.

More: http://www.emarketer.com/Article.aspx?R=1008222

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X+1 Raises $10 Million from Intel Capital
January 16, 2011, 12:49 am
Filed under: Behavioural Targeting, Datarati | Tags:

The impossibly named [x+1], which specializes in online targeting technology, has raised $10 million in a Series B round led by Intel Capital. Existing investors Advanced Technology Ventures, Blue Chip Venture Company and Hudson Venture Partners also participated.

The additional capital will serve to promote adoption of the startup’s media software services and to expand its international reach.

[x+1] provides a so-called “end-to-end Digital Marketing Hub” for advertisers and agencies to optimize engagement rates and lift conversion in both media and on websites.

Its (patented) technology essentially enables delivery of the right ad and content to the right person at the right time.

[x+1] has been around since 1999 and is based in New York.

The company has raised $28 million in funding to date.

More: http://techcrunch.com/2011/01/03/x1-raises-10-million-from-intel-capital-for-online-targeting-platform/



What your cookie says about you?
January 15, 2011, 8:39 pm
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I came across BlueKai’s Registry which brings transparency to consumers by allowing them to see what preferences are being logged via the cookies on their computer.

Furthermore, consumers can also control their anonymous profile by managing their topics of interest.

Your preferences may be used anonymously to influence which types of marketing messages you receive across partner sites that we work with. Or you can choose to not participate at all via an opt‐out.

As an added incentive, you will receive a benefit for participating in the BlueKai Registry.

Go check it out: http://tags.bluekai.com/registry



Resonate Networks raises $5 million for attitudinal targeting
December 1, 2010, 9:38 pm
Filed under: #mktgcloud, Ad Exchange, Behavioural Targeting, Datarati | Tags:

Online ad technology startup Resonate Networks, which has just raised $5 million in financing, has scored a digital media heavyweight as its new chief revenue officer.

George Stewart, former Executive Vice President of Media Sales at Demand Media and previously SVP of Advertising Sales at Next New Networks, will work directly with Resonate clients to build brands online by leveraging the fledgling company’s “Attitudinal Targeting” technology.

Launched in 2009, Resonate claims to have pioneered an entirely new method for reaching consumers based on their values, beliefs, and attitudes, independent of cookie-based behavioral data. The company has stamped a fancy label on said solution and refers to it as ‘attitudinal targeting’ (more about how it works here).

More: http://techcrunch.com/2010/12/01/demand-media-evp-and-yahoo-vet-george-stewart-jumps-to-startup-resonate



Facebook Files for Patent on Inferential Ad Targeting
October 29, 2010, 3:52 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags:

Facebook has filed for an ad targeting patent that lets the company direct ads based on the tastes of a a user’s friends, on top of their own explicit interests.

It seems to be linked to a “Friends of Connections” targeting feature that the company launched last November, allowing marketers to reach friends of fans of their Pages or application users.

But it also covers other twists on the idea, including using a person’s browsing habits or actions on the social network to target ads. Although the patent document only appeared earlier this month, the company filed for it in April of last year.

Facebook argued in the filing that self-reported interests often leave out people who might fit within a targeted group for an advertiser. The idea would be to help marketers reach potential customers who haven’t shared enough information about themselves to feed Facebook’s ad targeting algorithms.

“An advertiser may miss out on members who have “incomplete” profiles–incomplete only in the sense that the profiles lack the information that the ad’s targeting criteria is testing. Thus, the advertiser’s reach is significantly reduced,” according to the patent application.

More: http://www.insidefacebook.com/2010/10/27/inferential-ad-targeting/



VIDEO: Sir Martin Sorrell on tracking digital behavioural data
October 15, 2010, 11:55 pm
Filed under: Behavioural Targeting, Data | Tags:

In an interview with WSJ’s Alan Murray, WPP CEO Sir Martin Sorrell conceded that advertisers must do better to inform customers about the tracking and mapping of online behavior.

Watch Now:

http://online.wsj.com/public/page/0_0_WP_3001.htmlcurrentPlayingLocation=62&currentlyPlayingCollection=News&currentlyPlayingVideoId={67EAD1F2-98D5-42E9-89CC-99CCA22D51E9}



Behavioural Targeting Explained
September 24, 2010, 2:21 am
Filed under: Behavioural Targeting, Datarati | Tags:



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