Behavioral Targeting

1. BEHAVIORAL TARGETING
The Price We Pay For Free

2. WHAT IS BEHAVIORAL
TARGETING?
“… is a technique used by advertisers and
publishers to utilize a web user's previous
web browsing behavior to customize the
types of ads they receive.”
https://www.tubemogul.com/glossary/beh
avioral-targeting/

3. WHAT INFORMATION DO
COMPANIES COLLECT?
https://clearcode.cc/blog/behavioral-
targeting/
1. Time Spent on websites
2. Links you click
3. Ads you visit
4. Average duration on activities
5. Searches
6. Clicks per ad shown

4. POSITIVE CLAIMS
Custom Ads
Only Ads you want to see
Better engagement rates
Keeps FREE websites fee-less

5. CRITICAL CLAIMS
Collecting personal data that can be used
more than for ADS
Predator practices to vulnerable
consumers
Narrows consumer choices

6. FUTURE OF BEHAVIORAL
TARGETING
2012 Forrester Research – 45% of
companies use Behavioral Targeting
Information gets more complex overtime,
but does it give the full impression of a
person?
Information gathered is very surface levels
of individuals

7. HOW WILL ADDS CHANGE?
• Targeted ADS maybe be more refined to
you, and your click rates on targeted ads
may go up, but there is a higher chance
you would have already been interested
in said product.Susan Credle “More importantly,
advertising has a responsibility to society
to go beyond narrowly targeting people.
Unlike a lot of people who claim
advertising pushes products on people,
I’ve always believed advertising exposes
people to choices. Advertising might show
me something that I’d never thought
about before, something that might make
a difference in my life. ”

8. EMOTIONAL VS SALE
Sale Discounts and Limited Time offers
were huge selling tactics that were used. If
you don’t buy now you will never get this
change again / buy it now before its gone
forever. This creates a since on urgency
that if you miss this sale you wont get that
deal again.
We are seeing a merge to more of an
emotional appeal. This product supports
this. Or using influences to in a more
modern day of the more, vouch for the
product and what they stand for.

9. SHOULD YOU BE CONCERNED
ABOUT
BEHAVIORAL TARGETING?
No, as long as you are aware that on any
free website you are the product. Be aware
of yourself as a consumer financial, as well
as a consumer of online content. There has
been forms of behavioral targeting for
years. It always been the same form, but as
long as there has been Ads there has been
people trying to figure out how to best
appeal to certain people and the best way
to reach them. The same base concept is
still used, with just more complex ways of
understanding why this ad for this person
worked better.

10. RESOURCES
• M. W. Figure 2f from: Irimia R, Gottschling M (2016) Taxonomic revision
of Rochefortia Sw. (Ehretiaceae, Boraginales). Biodiversity Data Journal 4:
e7720. https://doi.org/10.3897/BDJ.4.e7720. doi:
10.3897/bdj.4.e7720.figure2f
• Figure 2f from: Irimia R, Gottschling M (2016) Taxonomic revision of
Rochefortia Sw. (Ehretiaceae, Boraginales). Biodiversity Data Journal 4:
e7720. https://doi.org/10.3897/BDJ.4.e7720. doi:
10.3897/bdj.4.e7720.figure2f
• Tuten, T. (2012). Susan Credle. Advertisers at Work, 53–71. doi:
10.1007/978-1-4302-3829-4_5