The document summarizes how audience targeting has evolved over the past 3 years from limited options to extremely granular targeting capabilities across various platforms like Google Adwords, Facebook, LinkedIn, and Foursquare. It notes increasing privacy concerns around data collection and consumer tracking leading some to propose legislation. The impact on advertisers is that micro-targeting, especially behavioral targeting, may become more difficult, requiring finding reliable alternative data sources and becoming less reliant on cookies.

1. Presented by Lisa Raehsler to MnSEM

2. Long Ago…(3 Years)
 Advertisers limited to
 Keyword search
 Contextual targeting
 Website Targeting
 Member targeting

3. Flash Forward
 Audience
targeting has
evolved to
become
extremely
granular

4. Google Adwords
 Mobile phones /device users
 Retargeting
 Interest categories
 Demographics
 “Audience Channels”
 Placements pre-screen by Google research
team

5. Facebook
 Likes and interests
 Fans
 Friends of
connections
 People on their
birthday
 Relationship status

6. LinkedIn
 A few weeks
ago they
enabled new
targeting
allowing:
 Linkedin group
 Company name
 Job title or
category of job
title (was
function)

7. Foursquare
 Geo-location
targeting
 Offer is available in
close proximity to
physical check-in

8. Roadblocks: Privacy Concerns
 Private data
collection
 Consumers don’t
know how to opt-out
 Being tracked by
mobile phones
 Possibly search
history?

9. Timeline Shows Trends
Obama Admin
Google faces proposes
criticism FTC releases “Privacy Policy
criticism for guidelines/
numerous ethics for self-
Office” to NEXT?
coordinate
privacy and governance
online privacy
security issues issues
Dec
2002 + 2007 + 2009 2010 Jan 2011 NEXT?
2010
Facebook FTC Firefox and
faces criticism releases Chrome
for numerous privacy announce
privacy and report & “do browser
security issues not track” privacy tools

10. 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.

11. 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!

12. 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