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In this issue....
» TREND REPORT - “Privacy and Behavioral Targeting - how much data is too much?”
» NEWS
» ElymediaFrenzy! - Come see our new blog!
TREND REPORT:
“Privacy and Behavioral Targeting - how much data is too much?”
I grew up in the direct response industry, where everything can be tracked and measured. Behavioral targeting is an old concept: list segmentation and databases, and predictive modeling had that down decades ago. With the onset of behavioral targeting online, the concept takes on new meaning. Consumers feel that Big Brother is looming as the technology become more sophisticated.
ISPs are among those jumping into the fray, truly testing whether tracking a consumer's behavior will be accepted. They've begun using or testing technologies that track their subscribers' online activities and serve ads based on those behaviors. (See Zachary Roger's excellent column on this: http://www.clickz.com/showPage.html?page=3628004)
A quick definition: behavioral targeting tracks a Web visitor's browser clickstreams, often the last four to six visits, to predict what the user may want in the future and targets ads, content, or products based on those past behaviors. The amount of money spent on online behavioral targeting is growing. EMarketer theorizes the $1 billion it predicts for behavioral targeted ad spending in 2008 represents only 11 percent of the U.S. display, rich media, and video market. With the greater attention paid to overall ad targeting, however, and the rising focus on brand messages online, this market will nearly quadruple by the end of 2011.
If this growth is to continue, we as an industry must get some definitions in place on what's acceptable data collection and what violates a consumer's privacy....
To see the rest of the column, go to http://www.clickz.com/showPage.html?page=3628481
NEWS from Elymedia
Elymedia will be hosting a monthly forum on Emerging Media for the Silicon Valley chapter of the American Marketing Association, on the 4th Wednesday of every month, beginning on Feb. 27, 2008. This month Elymedia will be giving an overview of the topic and plans for the coming year. For more details, check our website at http://www.elymedia.com/news or simply call us.
MORE NEWS
We are also contributing a monthly column to the brand new marketing newsletter in NetworkWorld called “ITiki”.
To see the column in the January issue go to http://www.networkworld.com/itiki/012308/newsletter1jan.html
ElymediaFrenzy!
Our new blog! We are never shy, and always full of opinion, and a tad on the evangelistic side regarding new media, social networking, communication of all kinds, and how it builds stronger businesses, communities and relationships. To see the new blog and register, click HERE. We would love to get your take on our rants and raves.
Interested in more info about emerging media?
Just call Elyse Tager at 510-769-7352 for a free consultation.
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Elyse Tager
Elymedia, LLC
1361 Park Street, Ste. 222
Alameda, CA 94501
p 510-769-7352 - f 510-337-9371
www.elymedia.com
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