The Rise of Targeted Advertising

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Targeted advertising is quickly moving across social media networks and other websites. This post will discuss Hulu’s Ad Tailor, targeted advertising on Facebook, and the recent announcement of Twitter using targeted advertising as well. It will also discuss a new phenomenon: targeted advertising that follows users from one device to another.

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The Rise of Targeted Advertising

  1. 1. The Rise of TargetedAdvertising
  2. 2. The Rise of Targeted Advertising • Targeted advertising has been increasing in recent years in different formats: – Ads based on your other activity on the web – Ads based on your interests and personal choice – Ads based on location
  3. 3. The Rise of Targeted Advertising • This is the next frontier of online marketing • Social media and video-viewing sites are finding new ways to develop targeted advertising
  4. 4. Facebook and Targeted Advertising • According to the New York Times, Facebook announced a partnership earlier this year with four companies that collect lucrative behavioral data • One is BlueKai, a company that creates tracking cookies allowing brands to monitor their online customers • The partnership provides Facebook with data to target users with ads that are relevant to their browsing and purchase history
  5. 5. Hulu Ad Taylor • Hulu introduced Ad Tailor in 2010, which allows users to mark if an ad is relevant to them • Hulu introduced Ad Selector and Ad Swap in 2011; Ad Selector lets users choose 1 of 3 ads, and Ad Swap lets users choose a new ad • Beneficial to advertisers: real- time data for which ads perform better and which ads convert into sales • Beneficial to Hulu: gets users to watch more TV and allows them to charge advertisers a higher fee for this data
  6. 6. Twitter Joins the Game • While Facebook has been using targeted ads for some time, according to Tech Crunch, Twitter recently announced that they will begin using targeted ads • They will use cookies to track user data • Twitter will also use geolocated promoted tweets, allowing retailers to target nearby consumers • Facebook began using zip codes for targeted ads a few years ago
  7. 7. Ads are Following You • According to Mashable, a company called Drawbridge has developed methods to allow advertisers to track consumers across their devices • This will allow ads to follow consumers from PCs to tablets to smartphones • Another recent innovation, this technology brings targeted advertising to a new level
  8. 8. Resources • http://blog.hulu.com/2011/10/03/the-power-of-choice-in-advertising/ • http://www.gettingmoreawesome.com/2011/09/12/hulu-is-inventing- the-future-of-tv-ads/ • http://socialtimes.com/hulu-giving-users-control-over-their-video-ad- experience_b12988 • http://www.nytimes.com/2013/03/26/technology/facebook-expands- targeted-advertising-through-outside-data-sources.html? pagewanted=all&_r=0 • http://techcrunch.com/2013/07/03/twitter-will-soon-start-showing- more-targeted-ads-based-on-user-account-information/ • http://techcrunch.com/2013/06/21/twitter-said-to-be-preparing- location-based-ads-for-clicks-and-bricks/ • http://mashable.com/2012/12/07/ads-follow-devices/
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