Behavioral Targeting from the Trenches:Reflections of an Agency Analyst Dane Hulquist, SVP, Director of Ad Services Universal McCann San Francisco July 20, 2011 OMMA Behavioral, San Francisco
Definitions and Context For this presentation, "Behavioral Targeting" is… Buying custom audiences via ad exchanges using a variety of leading 3rd party data providers Buying pre-packaged audience segments directly with networks It does not include… Retargeting (unless noted) The cases and generalizations are from campaigns with a broad media mix and $100k+/month (digital).
Silver Bullet or Wild Card? Fluid data quality variables can make performance hard to predict. Consumer Tech Engagement Campaigns Oct 10 – Mar 11
Unlocking Brand Ad Budgets When does BT's superior targeting outweigh it's lack of contextual relevance in driving attitudinal results efficiently? 2010 Consumer Brand Favorability Campaign Brand Recall Efficiency (Nielsen IAG) (Size= Imps)
An Analyst’s BT Lists Wishes Network-side optimization based on in-unit interaction High-fidelity attitudinal measurement Cross-platform segments (and tracking) Worries Fuzzy ad delivery chain Lack of standard segment definitions Death of the cookie