NEWS & ARTICLES

Just Ask for Directions
By Steve Smith

Online media buying can be lot like the stereotype of men driving. Advertisers like to use a map, spreadsheets, analytics, just about any technology to get to their destination, but often they are loathe to stop and ask a real live human being for directions. >more

Throw a Smaller Net, but Catch Only Fish You Want


Jeff Hirsch, president of behavioral targeting firm Revenue Science, works with companies such as Oracle, TheStreet.com and WashingtonPost.com to help them uncover the effects of past behavior on future purchases as well as overall visitor behavior. BtoB recently spoke to Hirsch about the uses of behavioral marketing. >more

Revenue Science Introduces Segments Based on Season
By Douglas Quenqua

Behavioral targeting firm Revenue Science is offering advertisers a shortcut to reaching seasonal travelers, shoppers and outdoor enthusiasts this summer. >more

Revenue Science Launches Seasonal Segments


TAlthough the Federal Trade Commission continues to scrutinize the practice of behavioral targeting (BT)--even going so far as to draft a set of voluntary guidelines that would allow consumers to permanently opt-out of being targeted--BT providers continue to innovate. Revenue Science, for example, has just rolled out three new seasonal audience segments, aimed at helping advertisers capitalize on summer browsing behaviors and shopping patterns. Summertime segments includes Summer Seasonal Shoppers, Summer Travelers and Summer Outdoor Enthusiasts. >more

How to Spot a BT Faker
By Tom Hespos

There's an annoying tendency in this industry for publishers to latch on to popular concepts like behavioral targeting and develop a token offering so that sales reps can say "Yeah, we got that." when meeting with advertisers and agencies. >more

FTC Wants to Know What Big Brother Knows About You
By Peter Whoriskey

The growing practice of "behavioral targeting," or sending ads to online users based on their Internet habits, is now under scrutiny by the Federal Trade Commission, whose review could shape not only Web advertising rules but the character of the Web itself. >more

A Strong Appetite for Behavioral Search Targeting
By Kevin Lee

Demographic and behavioral targeting were sufficiently interesting to marketers that advertisers, on average, would pay 11 percent more for both behavioral and demographic targeting, according to the "2007 SEMPO State of the Market Survey." >more

Combined Forces Strengthen BT's Effect
By Jeff Hirsch

Flipping through the TV channels the other day, I happened to land on the movie "The Perfect Storm." It got me thinking about how publishers are facing more and more competitive pressure everyday and need to create their own perfect storm when it comes to behavioral targeting (BT). >more

BT Discipline for Newbies
By Marla Schimke

Running a behaviorally targeted campaign is in many ways similar to raising a pet: The results get better the more time you spend "training" the technology to meet your marketing goals. >more

If Technology Is Art Then Revenue Is Science
By Michael Katz

Unlike most companies involved in behavioral targeting today, Revenue Science started out as an analytics company. After developing a dynamic pixel with proprietary algorithms enabling the placement of cookies and the ability to index site users’ preferences, Revenue Science decided to enter into the media landscape four years ago. >more

Now in Play: AOL, Facebook and Many Others
By Saul Hansell

Yahoo’s stock price may be falling like a rock, but the value of dozens of other Web companies—private ones like Facebook and divisions of public companies like Time Warner’s AOL—is surging. >more

The Future for Behavioral Targeting: The Agency Pperspective
By Jeremy Mason

The next year will prove crucial for behavioural targeting firms as they further expand into the U.K. Get the candid lowdown on what the major agencies want to see happen next. >more

comScore Finds Online Generates 50% More GRPs Than Television
By Joe Mandese

The Internet has already surpassed television based on one significant statistic--the number of gross advertising impressions served. And if online publishers can figure out how to properly measure the worth of those impressions, they ultimately will overtake television in an even more important statistic: share of marketers' advertising budgets. That was the conclusion of Gian Fulgoni, executive chairman and co-founder of comScore, during a keynote here at the opening of the OMMA conference Monday. >more

Online Advertisers To Spend Through Turbulence

eMarketer predicts that, despite the economic rough patch, US online advertising will continue to grow through 2008. Online ad spending will rise by 23%. >more

ISP Tracking: The Mother of All Privacy Battles
By Saul Hansell

One of the hottest trends in advertising is behavioral targeting—watching what you do on the Internet in order to show advertising for things you might actually want to buy. There is some discussion coming out of Britain over what may well be the biggest issue in the debates about privacy and advertising. >more

AOL Ad Project, 'Platform A,' Plots
By Emily Steel

Over the past two years, Lynda Clarizio has helped build Advertising.com, AOL's ad network, into one of the hottest properties in online advertising. Her reward: She gets to try to clean up one of the Internet company's messiest divisions. >more

How To Make Proper Use Of Ad Networks
By Cory Treffiletti

Many media planners use ad networks, and rightfully so, as they're a great tool and provide great services -- but after some personal research I conducted over the last couple of weeks, I've concluded that many planners are using them incorrectly. There are three primary categories of ad networks. >more

Social Networking Meets Behavioral Targeting
By Anna Papadopoulos

Social networks play a key role in society these days. What does this mean for behavioral targeting? >more

Behavioral Targeting And Online Video: Making It A Reality
By Eric Franchi

Online video is generally accepted to be the medium in which the biggest global advertisers will be shifting much of their future overall ad spend -- sooner rather than later, assuming ad formats keep pace. >more

3 Factors Improving BT's Aim
By Bob Dykes

Marketers have gone from mass marketing to macro targeting, but the process can be even more efficient. Find out how. >more

BT: Beyond the Click Through
By Jeff Hirsch

There's a huge difference between measuring click through rates and measuring why people click on ads or links in the first place. Let's explore the value behind measuring why people click and how this understanding can make a huge difference to campaign results. >more