Behavioural targeting, the practice of delivering ads to individuals based on their previous surfing behavior, is one of the most talked-about topics in on-line advertising and, according to Marketing Vox, Yahoo! is going to be the first major Internet services company to introduce it. Yahoo! is set to launch such approach, despite the “invading-the-privacy” controversy surrounding it (such concerns are, according to some, blown out of proportion) and is expecting a considerable rise in their revenue.
Privacy invading or not, behavioural targeting is without a doubt a powerfull tool and I am really interested how this turns out. It could be the next big thing in online advertising. Also, as the guy in the soc-mkt newsletter pointed out, It would be interesting to see its effects in the context of social marketing. I bet quite some companies wouldn’t be to keen on that (imagine booking an appoinment at a tanning shop followed by a skin cancer pervention ad poping up).
Mental note to myself: Stop using grandma’s computer for porn.
May 14, 2007 at 4:40 pm
[...] Interesting read here on how Yahoo will start taking steps toward behavioral targeting. [...]
May 14, 2007 at 6:51 pm
Here is my blog post on this subject
http://webanalysis.blogspot.com/2007/04/behavioral-targeting-moves-by-yahoo-and.html