Behavioral Targeting Moving Forward in 2005

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Thread Title:
New Applications for Behavioral Targeting
Thread Description:

There have been a couple of good posts about behavioral targeting today, i've linked to Jupiter analyst Gary Steins one. The other is this clickz piece by Dave Morgan.

Gary says:

Behavioral Targeting is in a pretty interesting space right now--it has becoming a category in its own right. That means:

  • More than a few vendors have developed sophisticated systems
  • Publishers of note are integrated the systems
  • The challenges--such as audience standardization--have been identified and solutions are making their way into the marketplace

Now that the systems are in place, its time for them to be used. That is, time for advertisers to begin to not only understand how the systems work, but also what they can be used for.

Dave points out that the the figure for marketers using behavioral targeting in 2004 is around 16% which seems high to me but he also says, on the subject of: Has behavioral targeting arrived yet?

My answer and those of most people I talk to are the same: No. Today's behavioral targeting applications are still a long way from fulfilling that elusive promise we all signed up for in helping build the marketers' "perfect medium."

and goes on to point out the major disciplines in BT that should see growth in 2005:

  • Look alike targeting and
  • Life stage targeting

Go check out his article for the full details...

Comments

A very interesting subject

One I was talking about only this morning with a partner. Nice find Nick.

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