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Presented by Lisa Raehsler to MnSEM
Long Ago…(3 Years)  Advertisers   limited to    Keyword search    Contextual targeting    Website Targeting    Member...
Flash Forward  Audience  targeting has  evolved to  become  extremely  granular
Google Adwords  Mobile  phones /device users  Retargeting  Interest categories  Demographics  “Audience Channels”   ...
Facebook    Likes and interests    Fans    Friends of     connections    People on their     birthday    Relationship...
LinkedIn    A few weeks     ago they     enabled new     targeting     allowing:    Linkedin group    Company name    ...
Foursquare    Geo-location     targeting    Offer is available in     close proximity to     physical check-in
Roadblocks: Privacy Concerns    Private data     collection    Consumers don’t     know how to opt-out    Being tracked...
Timeline Shows Trends                                                               Obama Admin Google faces              ...
Impact On Our Ads?  Trends are pointing in the direction that  micro-targeting for advertisers,  especially Behavioral Ta...
3 Things To Think About  Advertisers   will need to:    Find pockets of most reliable data, ie.     Keyword search and n...
Resources    For a copy of this presentation, please see:    http://www.slideshare.net/lraehsler    Google Chrome "Keep...
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Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM

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Presented to MnSEM on Feb 10, 2011

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Transcript of "Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM"

  1. 1. Presented by Lisa Raehsler to MnSEM
  2. 2. Long Ago…(3 Years)  Advertisers limited to   Keyword search   Contextual targeting   Website Targeting   Member targeting
  3. 3. Flash Forward  Audience targeting has evolved to become extremely granular
  4. 4. Google Adwords  Mobile phones /device users  Retargeting  Interest categories  Demographics  “Audience Channels”   Placements pre-screen by Google research team
  5. 5. Facebook  Likes and interests  Fans  Friends of connections  People on their birthday  Relationship status
  6. 6. LinkedIn  A few weeks ago they enabled new targeting allowing:  Linkedin group  Company name  Job title or category of job title (was function)
  7. 7. Foursquare  Geo-location targeting  Offer is available in close proximity to physical check-in
  8. 8. Roadblocks: Privacy Concerns  Private data collection  Consumers don’t know how to opt-out  Being tracked by mobile phones  Possibly search history?
  9. 9. Timeline Shows Trends Obama Admin Google faces proposes criticism FTC releases “Privacy Policy criticism for guidelines/ numerous ethics for self- Office” to NEXT? coordinate privacy and governance online privacysecurity issues issues Dec 2002 + 2007 + 2009 2010 Jan 2011 NEXT? 2010 Facebook FTC Firefox and faces criticism releases Chrome for numerous privacy announce privacy and report & “do browser security issues not track” privacy tools
  10. 10. Impact On Our Ads?  Trends are pointing in the direction that micro-targeting for advertisers, especially Behavioral Targeting, will become more difficult as consumer awareness increases and legislation is introduced preventing certain tracking and tagging.
  11. 11. 3 Things To Think About  Advertisers will need to:   Find pockets of most reliable data, ie. Keyword search and non-BT   Set expectations that BT reach may degrade   Become less reliant on cookies and create innovative opt-in programs   What else? Let’s Discuss!
  12. 12. Resources  For a copy of this presentation, please see:  http://www.slideshare.net/lraehsler  Google Chrome "Keep My Opt-Outs"  https://chrome.google.com/webstore/detail/ hhnjdplhmcnkiecampfdgfjilccfpfoe  FTC Privacy Report "Do Not Track"  www.ftc.gov/os/2010/12/101201privacyreport.pdf  Web Tool On Firefox to Deter Tracking  http://online.wsj.com/article/ SB10001424052748704213404576100441609997236.html

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