Sunday, March 20, 2005
Behavioral Targeting, Morphing Taxis and the World of Minority Report
Another article, “Location, Location, Location” (March 2005 CMO Magazine) touched on the back end tracking mechanisms of behavioral targeting, explaining how geolocation software is being used by the likes of online retailers, banks and other businesses to discern the geographic location of their online visitors. Privacy fears aside, in a world where we’re visually assaulted daily by thousands of ad impressions of little relevance to us and when more than 90% of email in the next 5 years is projected to be spam, overall this technology and behavioral targeting practices in general could be a good thing for marketers and consumers alike. I know I certainly don’t mind smart promotions properly targeted to my interests and needs.
With some media companies claiming only 8 to 10% of the total ad impressions they deliver are behaviorally targeted, there’s a lot of untapped potential for this technology to better serve customers and optimize marketing investment in campaigns to drive new business.
Moore, Meg Mitchell. “Location, Location, Location.” CMO Magazine. March 2005, pg 13
Shein, Esther. “Wherever You Go, There They Are.” CMO Magazine. March 2005, pg 59
Caggiano, Christopher. “These Taxis Hail You.” CMO Magazine. February 2005, pg 14