Thursday, August 03, 2006
Behavioral Targeting Breeds CompetitionCar and Driver is the latest publisher looking to increase its revenue by mining the behaviors of its readers. In partnership with Revenue Science, the company will track which pages readers access in an effort to increase the conversion rate of ads.
As ClickZ points out, basing ad buys on demographic data is no longer sufficient when actions can be analyzed to find the most appropriate viewers for ads.
One of the most powerful aspects of behavioral targeting will be to pinpoint readers who spend time looking at competitors products. Companies that don't "defend their turf" by advertising to people already interested in them will lose out as competitors will be happy to pay for those eyeballs.
Found via Adotas
By John Gartner at 10:51 AM | Comments (0)