Micro-Targets, Privacy, and You- Lisa Raehsler- MnSEM
Presented by Lisa Raehsler to MnSEM
Long Ago…(3 Years) Advertisers limited to Keyword search Contextual targeting Website Targeting Member targeting
Flash Forward Audience targeting has evolved to become extremely granular
Google Adwords Mobile phones /device users Retargeting Interest categories Demographics “Audience Channels” Placements pre-screen by Google research team
Facebook Likes and interests Fans Friends of connections People on their birthday Relationship status
LinkedIn A few weeks ago they enabled new targeting allowing: Linkedin group Company name Job title or category of job title (was function)
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 by mobile phones Possibly search history?
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.
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!
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