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Behavioural Targeting

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Behavioural Targeting

  1. 1. Behavioural Targeting 26 June 2008 Drew Spencer Interactive Director 1
  2. 2. What is it? ★ Wikipedia says: ‘Behavioural Targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns...Behavioural targeting uses information collected on an individual's web-browsing behaviour, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.’ 2
  3. 3. What it isn’t... ★ ‘Big Brother’ ★ Behavioural targeting relies on: ★ Non-personally identifiable information ★ Opt-in ★ Permission-marketing 3
  4. 4. How does it work? ★ By anonymously following someone’s interest, patterns, behaviours so you can speak to them knowing they wish to be spoken to….. 4
  5. 5. How does it work? ★ By anonymously following someone’s interest, patterns, behaviours so you can speak to them knowing they wish to be spoken to….. 4
  6. 6. How does it work? ★ By anonymously following someone’s interest, patterns, behaviours so you can speak to them knowing they wish to be spoken to….. 4
  7. 7. How MSN did it for music... 5
  8. 8. How Boeing recruits Engineers 6
  9. 9. What can you learn online about someone? 7
  10. 10. Facebook alone tells us... 8
  11. 11. How often do you use the internet for the following?
  12. 12. How often do you visit the following websites?
  13. 13. Thinking ‘outside the job boards’ ★ Lifestyle sites ★ Handbag.com ★ Last.fm ★ Publisher sites ★ Telegraph, Guardian, Sun ★ Social networks ★ LinkedIn, Bebo, Facebook, MySpace 11
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