Wednesday, September 19, 2007
Targeting Acquisitions On Target
Determining appropriate ads is a two-stage process. First you consider the demographics of the website's readership on a collective and individual basis, and then you track what they read and which ads they click on.This inevitable blending of targeted and behavioral tactics is becoming a standard practice as it increases revenue and consumer satisfaction. Data services company Acxiom acquired behavioral company EchoTarget to enhance its ability to deliver relevant ads.
EchoTarget works with marketers and publishers to identify and target high-value marketing segments based on users’ online behaviors. Those users are then targeted through relevant banners on the company’s network of websites.
Omniture similarly is combining data analysis with its acquisition of Offermatica, and AOL picked up Tacoda as an integral part of its targeting strategy.
The risk in getting "too targeted" is excluding some advertisers who are willing to pay a premium but may not be the most suitable match for your audience. For example, if a desirable demographic shows no interest in tropical vacations or SUVs, how do you dispose of that inventory? Perfect targeting may be best for advertisers and consumers, but not for the bottom line.
Posted By John Gartner at 09:30 AM
Permanent Link: Targeting Acquisitions On Target
| Comments (0)
Subscribe to The MarketingShift Feed