Tp200909
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Behavioural targeting uses a user's web browsing history to target relevant ads. It works by tracking data from internet service providers, websites visited, user profiles, and other networks to categorize users and their potential interests. While this can improve ad relevance and returns for advertisers, it also raises privacy concerns. Several companies have implemented behavioural targeting in different ways online and on mobile devices, with some attempting to address privacy issues through anonymity and user preferences. However, regulators and privacy advocates continue to scrutinize industry practices.
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Tp200909
- 1. Tipping Point Update September 2009
- 2. Agenda Behavioural targeting Snippets Snapshots
- 3. What is it? Uses your web history to target ads Two types: onsite targeted content (purchase history, opens, profile information etc) ads across network sites (network history) In theory its win/win - consumers get relevant ads; advertisers get better ROI But there are privacy concerns
- 4. How does it work? Ad network Travel site Ad space eCommerce site Ad space Blog Ad space News site Ad space Sport site Ad space
- 5. Its all about the data From: ISP; own site stats; profile details; networks Approaches vary, often based on long history Some drill deep to make assumptions Eg: on a book store, I look at a book re kindergarten > Possible conclusion: I may be interested in SUVs Eg: I visit footie and BBQ sites Possible conclusion: I may be a man Many then add users to categories
- 6. How does it work? Eg AdBrite: categorises users by history Advertisers can then target ads
- 7. Who? In-site users: Big traffic sites eg Yahoo Media sites eg Fairfax, USAToday, UK Guardian OnSite services analytics providers Omniture Predictive intent Network services - Ad networks eg: ValueClick TRIBAL fusion Phorm frontporch also direct messages in browsers
- 8. Results & new directions Yahoo Claims Smart Ads double the ROI 0f trad banner ads Launched Smart Ads to mobiles in May Microsoft Announced yesterday BT for mobile ads Categories based on data from Hotmail, Xbox, Bing searches, Windows Live profiles etc DallasNews.com Claims response rates of 7.7 v national average 0.33%
- 9. Privacy June: US joint committee hearing on industry practices March: Tim Berners-Lee told the UK parliament ISPs should not be allowed to profile customers Feb: US FTA staff report recommends self-regulation with increased transparency; limited data retention etc Attempts to comply eg: Phorm stores data anonymously (24 digit ID distinguishing users, not identifying them). Channel / topic assigned to user, NO browse history Fetchback began offering opt-out in June Google launched behavioural targeting in March on AdSense ; Claims transparency with user preference management
- 10. Snippets Bing gains traction and releases visual search beta* SEMPO study : mobile web access on the rise; click thru rates of 5-15% on campaigns, compared to 1% web average* Forrester study : 40% of online shoppers abandon pages taking 3 s to load Animoto video presentation tool pics, videos, text getting good reviews Android phones announced by LG, Motorola, INQ Mobile; now >10K apps FaceBook becomes cash flow positive France legislates to revoke illegal downloaders web privileges Adobe buys Omniture and Intuit buys Mint.com Survey: half smart phone users open to targeted ads eg restaurant offers Augmented reality Yelp iPhone Easter Egg; TEDxNSW call for standards* Google dominates Internet not just search - in India/Brazil*
- 11. Snapshots
- 12. Google forms VERY good use interface Easy to email out and view compiled results Entire process approx 3 minutes! I could change themes easily; but couldnt see an easy way to brand or create my own theme. Is this potential revenue?
- 13. Redbeacon wins TechCrunch50 Natural language search admired, eg cupcake maker > bakers Not just listings vetted providers; online appointments
- 14. Google Labs FastFlip Enlarge & flip through ful magazine pages Ad revenue shared with publisher in return for full-page access
- 15. Bing image search rocks Very easy to filter by pic type, content etc
- 16. GoogleMaps addition Real time traffic flow added based on speed of mobile phones Aus is the 4 th country online (after USA, UK, France)
- 17. Nation of Go tyre makers go social Users upload pics, trip details from mobile phones
- 18. Chyngle local apps for mobiles Eg use local app to find the nearest stadium toilets Or order pizza from the stand delivered to your seat!
- 19. Next time. Ideas? Feedback?