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Behavioural Targeting By Yahoo! Group A


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Behavioural Targeting By Yahoo! Group A

  1. 1. Behavioral Targeting by Yahoo! <ul><li>Group A </li></ul><ul><li>Alvaro Eduardo Perez Salazar </li></ul><ul><li>Begoña Ruiz Lidon </li></ul><ul><li>Michaela Götze </li></ul>
  2. 2. Definition <ul><li>… a technique to increase the effectiveness of advertising campaigns </li></ul><ul><li>is based on focusing on the right message, the right people, the right place and the right time. </li></ul>
  3. 3. Benefits for Yahoo! <ul><li>Identifies and reaches qualified audiences at the right time </li></ul><ul><li>Enlarges the audience </li></ul><ul><li>Targets relevant advertising </li></ul><ul><li>Improves online advertising performance and increases return on investment </li></ul><ul><li>Generates new revenue streams and drives sales </li></ul><ul><li>Enhances value of audience </li></ul><ul><li>provide select audiences to advertisers </li></ul><ul><li>improve inventory management </li></ul><ul><li>it helps to strengthen the brand </li></ul><ul><li>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 </li></ul><ul><li>Good for “buy know” prospects of products. </li></ul><ul><li>Can be used in conjunction with other forms of targeting (demographics, geographical) </li></ul>
  4. 4. Benefits for our Customers <ul><li>Receives only relevant content </li></ul><ul><li>Better online experience </li></ul><ul><li>Chances of getting offers of things he is interested in </li></ul><ul><li>Less intrusive </li></ul>
  5. 5. Behavioral Targeting versus Contextual Advertising <ul><li>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. </li></ul><ul><li>is working based on the content displayed to the users on websites </li></ul><ul><li>It works solely on content. Google Ad Sense </li></ul><ul><li>Contextual Advertising is using mostly current information </li></ul>
  6. 6. Concerns <ul><li>Privacy concerns </li></ul><ul><ul><li>Different legal frameworks for different countries </li></ul></ul><ul><ul><li>People could use protections to ensure their privacy: </li></ul></ul><ul><ul><ul><li>Ad-blocking programs </li></ul></ul></ul><ul><ul><ul><li>Not accepting third party cookies </li></ul></ul></ul><ul><ul><ul><li>Natural aversion to BT as they feel being personally tracked and controlled </li></ul></ul></ul><ul><ul><ul><li>Not including opt-out links so that consumers can express themselves </li></ul></ul></ul><ul><li>Technology: </li></ul><ul><ul><li>Cookies BT essential tool is the user cookie and this is a very fragile basis as it can be deleted anytime </li></ul></ul><ul><ul><li>Programs or settings that automatically clear cookies daily or at the end of each session </li></ul></ul><ul><li>Industry standards: </li></ul><ul><ul><li>no industry standards yet </li></ul></ul><ul><li>Pitfall of profiles: </li></ul><ul><ul><li>knowing my past it’s not the best way to predict my future. </li></ul></ul><ul><ul><li>One user may have different roles (i.e. contacting people, buying, getting informed on recent news..) </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Transparency around qualifying behavior </li></ul></ul>
  7. 7. Yahoo! Acquisitions YAHOO! Zimbra: open source email provider popular bookmarks 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