Wednesday, August 08, 2007
MySpace the Place for Targeted Ads
MySpace is beta testing a behavioral targeting ad system, according to Silicon Alley Insider.The ads will follow people's interest in autos or fashion, and advertisers will pay a minimum 20 percent premium over generic ads. Later this year the company plans to have 100 targeted segments.
Behavioral targeting (along with video) will be the biggest shift in online marketing during the next few years. It makes consumers and advertisers happy, although some publishers might not be so happy if it closes off some advertising opportunities for them. Fol example, if behavioral data reveals that visitors to FHM aren't really that interested in satellite radio.
Higher CPMs, and better performance are hard to argue with. The biggest limitation is respecting privacy. It's great the I'm seeing ads relevant to my geography as I browse the general web, and I won't mind seeing more ads about topics relevant to me. But there must be an opt-out policy for the tracking, and the targeting can't be so invasive as to know exactly what for and where you shopped.
Posted By John Gartner at 12:37 PM
Permanent Link: MySpace the Place for Targeted Ads
| Comments (0)
Subscribe to The MarketingShift Feed