Jeremy Mason from Revenue Science delivered an excellent presentation on Behavioral Targeting, a term well discussed amongst online marketeers and more information on the topic can be found on the IAB site.
For many publishers this has become a key issue and one which they are investing in to give greater value to their advertiser BUT it is as important to understand who their audience is and what and where they have been and go after they touch your site.
Jeremy defines what behavioral targeting is; "targeting groups of users with ad and content based on anonymous previous activity and attributes".
Why is this becoming a "boom"business" ;
- We have a pyramid issue when it come to online content- at the bottom is the huge chunk of advertising led content BUT at the top is contextual search which has far more limited content.
- Publishers want to understand their user and begin to deliver relevant content at the right time, in the right place.
- Equally the marketeer wants to better understand the behavior of their target audience...who are they, what are they doing, where have they been, what do they do when they get there, what and where might they go next, Plus all the usual "socio economic" and purchasing profiling.
So both the publisher and advertiser has a win win in this model.
This is also part of the move toward "predictive software" the concept that on arriving at youe site you already know about the individual and can deliver an advertising message or content relevant to the user.
How do Revenue Science make this "magic" happen?;
- Firstly and with user opt in and outs place a cookie on "you".
- They then track, capture,monitor and analyse your "online" activity i.e. your digital footprint". So data includes, what you do online, where you go, when, what you look at, time spent looking, plus all the usual "socio ecomic" data. They build for the client a picture of that user and assumptions can be made about future behavior..nothing predicts behaviour like behavior.
- Finally with all this data they can build a "media" targeting product..all on the client server.
Uses in recruitment...right message, to right audience, at the right place at the right time and you know that when they get the message it is relevant to them based on the data captured and how it predicts "what they are looking for".
Couple of applications;
- You wish to hire a Director of Children Services, you can target those who have looked at content relevant to that job i.e. they arrive at "you" and have come from a site with content directly relevant to that "sector" so they are relevant for s bespoke message.
- Equally you may wish to target those who have been too PWC, KMPG, Accenture and looked at certain pages and when they come to you, you know this and deliver a relevant, bespoke message.
For me the power of this is very early on to deliver a relevant candidate experience..rather than a 'could you fill our role' ....when they are already in a buying mode.