Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.
Consumer Activity Economic Value $55.1B Globally in 2009 Source : JP Morgan (11/2008) Globally in 2009 All Else All Else Search Search
And, Advertisers struggle to reach their target customers. . .
JP Morgan (11/2008)
Net Craft (2/2009)
Explosion of Supply (70% growth in impressions over last 5 yrs.) (1) Fragmentation of Supply (300%+ growth in websites over last 5 yrs.) (2) Ambiguous or invisible consumer intent Brand Association Concerns Business Model/Value Chain Complexity
“ I look at this as Gigya's being the Intel Inside ," said Yovanno (gigya’s CEO). A layer of analytics is also built into the software to track user activity
While widgets are a form of advertising, " these things are not banners, they're mini-Web sites ," said Yovanno. The analytics piece " is like embedding Hitwise or Omniture into your Web site ."