Behavioral targeting has been catching wind for some time now. Now with existance of behavioral networks almost every publisher is getting on board and BT is part of any serious media buying plan. Retargeting, profiling, click streaming, triggers, statistics and response modelling are some of the rules of the game.
There are at least dozen companies that understand how to feed these channels off of each other through analytics. In the search/display scene it’s Google (watch what comes out of Doubleclick’s acquisition), Yahoo (’smart ads’) and 24/7 (search retargetting) to name a few … and in the email field? Well, we might put that one to the quiz – look for acquisitions in the email marketing industry as a clue .. any guesses?
As more marketers become knowledgeable in the subject, you’re going to notice the emergence of winners – those who don’t just profile their users based on historical responses, but those with extensive publisher and advertisers relationships, know how and technology allowing for data intelligence sharing. It helps to own your media, affiliate networks, display, search agencies … since applying behavioral targeting to email and other channels involves heavy use of unique user tracking, website analytics and other marketing intelligence.
