Behavioral Targeting by Yahoo! Group A Alvaro Eduardo Perez Salazar Begoña Ruiz Lidon Michaela Götze

Group A

Alvaro Eduardo Perez Salazar

Begoña Ruiz Lidon

Michaela Götze

Definition … a technique to increase the effectiveness of advertising campaigns is based on focusing on the right message, the right people, the right place and the right time.

… a technique to increase the effectiveness of advertising campaigns

is based on focusing on the right message, the right people, the right place and the right time.

Benefits for Yahoo! Identifies and reaches qualified audiences at the right time Enlarges the audience Targets relevant advertising Improves online advertising performance and increases return on investment Generates new revenue streams and drives sales Enhances value of audience provide select audiences to advertisers improve inventory management it helps to strengthen the brand Yahoo! can generate profiles for users based on their web-mail and browsing, and partner sites can then use that information when deciding which advertisements to display Good for “buy know” prospects of products. Can be used in conjunction with other forms of targeting (demographics, geographical)

Identifies and reaches qualified audiences at the right time

Enlarges the audience

Targets relevant advertising

Improves online advertising performance and increases return on investment

Generates new revenue streams and drives sales

Enhances value of audience

provide select audiences to advertisers

improve inventory management

it helps to strengthen the brand

Yahoo! can generate profiles for users based on their web-mail and browsing, and partner sites can then use that information when deciding which advertisements to display

Good for “buy know” prospects of products.

Can be used in conjunction with other forms of targeting (demographics, geographical)

Benefits for our Customers Receives only relevant content Better online experience Chances of getting offers of things he is interested in Less intrusive

Receives only relevant content

Better online experience

Chances of getting offers of things he is interested in

Less intrusive

Behavioral Targeting versus Contextual Advertising works by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP as that user surfs the Internet. is working based on the content displayed to the users on websites It works solely on content. Google Ad Sense Contextual Advertising is using mostly current information

works by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP as that user surfs the Internet.

is working based on the content displayed to the users on websites

It works solely on content. Google Ad Sense

Contextual Advertising is using mostly current information

Concerns Privacy concerns Different legal frameworks for different countries People could use protections to ensure their privacy: Ad-blocking programs Not accepting third party cookies Natural aversion to BT as they feel being personally tracked and controlled Not including opt-out links so that consumers can express themselves Technology: Cookies BT essential tool is the user cookie and this is a very fragile basis as it can be deleted anytime Programs or settings that automatically clear cookies daily or at the end of each session Industry standards: no industry standards yet Pitfall of profiles: knowing my past it’s not the best way to predict my future. One user may have different roles (i.e. contacting people, buying, getting informed on recent news..) If several persons use the same computer BT is not able to identify the difference so that one persons gets the ads from the user before Transparency around qualifying behavior

Privacy concerns

Different legal frameworks for different countries

People could use protections to ensure their privacy:

Ad-blocking programs

Not accepting third party cookies

Natural aversion to BT as they feel being personally tracked and controlled

Not including opt-out links so that consumers can express themselves

Technology:

Cookies BT essential tool is the user cookie and this is a very fragile basis as it can be deleted anytime

Programs or settings that automatically clear cookies daily or at the end of each session

Industry standards:

no industry standards yet

Pitfall of profiles:

knowing my past it’s not the best way to predict my future.

One user may have different roles (i.e. contacting people, buying, getting informed on recent news..)

If several persons use the same computer BT is not able to identify the difference so that one persons gets the ads from the user before

Transparency around qualifying behavior

Yahoo! Acquisitions YAHOO! Zimbra: open source email provider del.icio.us popular bookmarks eGroups.com email list Management website (now part of Yahoo! groups) MyBlogLog Blog/Pictures Flickr picture website oneSearch - Yahoo! Shopping- Yahoo! Autos- Yahoo! Real Estate - Yahoo! Travel Yahoo! Domains- Yahoo! Web Hosting- Yahoo! Merchant Solutions- Yahoo! Business Email