Behavioral Targeting Task
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A Behavioral Targeting Task is a Targeted Advertising Task that is centered around the activity/actions of users.
- AKA: Audience Targeting.
- Context:
- It is used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information.
- It can be solved by a Behavioral Targeting System.
- It can be supported by Behavioral Profiling (such as visitor profiling).
- Example(s):
- Facebook Ads,
- …
- Counter-Example(s):
- See: Online Advertising, Publishing, FTC Regulation of Behavioral Advertising, Tracking Cookies.
References
2022
- (Wikipedia, 2022) ⇒ https://en.wikipedia.org/wiki/Targeted_advertising#Behavioral_targeting Retrieved:2022-7-24.
- Behavioral targeting is centered around the activity/actions of users, and is more easily achieved on web pages. [1] Information from browsing websites can be collected from data mining, which finds patterns in users' search history. Advertisers using this method believe it produces ads that will be more relevant to users, thus leading consumers to be more likely influenced by them. [2] If a consumer was frequently searching for plane ticket prices, the targeting system would recognize this and start showing related adverts across unrelated websites, such as airfare deals on Facebook. Its advantage is that it can target individual's interests, rather than target groups of people whose interests may vary. Schlee, Christian (2013-10-01). Targeted Advertising Technologies in the ICT Space: A Use Case Driven Analysis. Springer Science & Business Media. ISBN 9783834823960.</ref> When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a 'profile' that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow marketers and advertisers to position their online ads and messaging in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital marketing and advertisements, as media providers are able to provide individual users with highly relevant advertisements. On the theory that properly targeted ads and messaging will fetch more consumer interest, publishers can charge a premium for behaviorally targeted ads and marketers can achieve Behavioral marketing can be used on its own or in conjunction with other forms of targeting.[3] Many practitioners also refer to this process as "audience targeting".
Major advantages of Behavioral marketing are that it will help in reaching surfers with affinity, reach surfers that were not exposed to a media campaign, contact surfers close to conversion and in reconnecting with prospects or customers.
- Behavioral targeting is centered around the activity/actions of users, and is more easily achieved on web pages. [1] Information from browsing websites can be collected from data mining, which finds patterns in users' search history. Advertisers using this method believe it produces ads that will be more relevant to users, thus leading consumers to be more likely influenced by them. [2] If a consumer was frequently searching for plane ticket prices, the targeting system would recognize this and start showing related adverts across unrelated websites, such as airfare deals on Facebook. Its advantage is that it can target individual's interests, rather than target groups of people whose interests may vary. Schlee, Christian (2013-10-01). Targeted Advertising Technologies in the ICT Space: A Use Case Driven Analysis. Springer Science & Business Media. ISBN 9783834823960.</ref> When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a 'profile' that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow marketers and advertisers to position their online ads and messaging in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital marketing and advertisements, as media providers are able to provide individual users with highly relevant advertisements. On the theory that properly targeted ads and messaging will fetch more consumer interest, publishers can charge a premium for behaviorally targeted ads and marketers can achieve Behavioral marketing can be used on its own or in conjunction with other forms of targeting.[3] Many practitioners also refer to this process as "audience targeting".
- ↑ Chen, Jianqing; Stallaert, Jan (2014). “An Economic Analysis of Online Advertising Using Behavioral Targeting". MIS Quarterly. 38 (2): 429–449. doi:10.25300/MISQ/2014/38.2.05
- ↑ Yan, J., Liu, N., Wang, G., Zhang, W., Jiang, Y., Chen, Z. (2009). How much can behavioral targeting help online advertising?. In: Proceedings of the 18th International Conference on World Wide Web (pp. 261–270). ACM.
- ↑ "Facebook Ads: Ultimate Facebook Targeting Options Reference". Kim Døfler. 2017-03-13. Retrieved 2017-03-13.