Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Behavioural Targeting
Filed under: #mktgcloud, Behavioural Targeting, Display Media, Marketing Cloud | Tags: Behavioural Targeting
A consumer in Kansas, for example, has no need for a sales flyer type ad from a brick-and-mortar store in New York or London.
Likewise, a marketer who retargets ads to consumers who have clicked thru an ad but then left a website has a better chance to reengaging that consumer than a marketer who only gives them a new ad.
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Web Analytics | Tags: Behavioural Targeting
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.”
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.
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Marketing Cloud | Tags: Behavioural Targeting, Better Advertising, 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.
Filed under: #mktgcloud, Behavioural Targeting, Marketing Cloud, Video, Web Analytics | Tags: Ali Ryan, Behavioural Targeting, Callum O'Brien, Datarati, Datarati.TV, Effective Measure, IAB Australia, Paul Fisher, Scott Julian, Tongue, Valued Interactive Media, Will Scully-Power
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