Most Active Articles 2009-11-26T11:07:52.166-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:behavioral-targeting Robert Hof rhof604 urn:com:businessweek:bx:article:17021293309827282946-0a9315a15041385905d2c8cdd9edebcc 2009-11-12T17:03:43.708-05:00

Ever feel like online advertisers know you a little too well? If so, you're not alone. UPenn Professor Joseph Turow, lead author of a new study on behavioral advertising, says that two-thirds of people object to targeted ads and the online tracking that marketers do to produce them.

Ever feel like online advertisers know you a little too well? If so, you're not alone. UPenn Professor Joseph Turow, lead author of a new study on behavioral advertising, says that two-thirds of people object to targeted ads and the online tracking that marketers do to produce them. http://www.onthemedia.org/transcripts/2009/10/16/05 Jason Eng jeng312 5 5 0 0 urn:com:businessweek:bx:article:10445832131014576183-247acacecd182af6858346cd30c4c3c2 2009-11-11T12:14:07.362-05:00

A new research report released revealed that two-thirds of Generation X women chose Generation Y women as the most influential age group when it comes to defining trends in popular culture. Gen Y women, in turn, are discovering new brands and getting most of their style inspiration and product recommendations from blogs and social media.

A new research report released revealed that two-thirds of Generation X women chose Generation Y women as the most influential age group when it comes to defining trends in popular culture. Gen Y women, in turn, are discovering new brands and getting most of their style inspiration and product recommendations from blogs and social media. http://www.sugarinc.com/5877055 Eric Tsai etsai275 0 0 0 0 urn:com:businessweek:bx:article:11013262021930837524-6915b0a95006728edcfec8173e6bea2a 2009-10-20T13:54:06.877-04:00

NEW YORK (AdAge.com) -- It's bad creative that makes online advertising ineffective, so stop obsessing over targeting and placements, according to a study from online-ad-research group Dynamic Logic. After analyzing the highest and lowest performers...

NEW YORK (AdAge.com) -- It's bad creative that makes online advertising ineffective, so stop obsessing over targeting and placements, according to a study from online-ad-research group Dynamic Logic. After analyzing the highest and lowest performers... http://adage.com/digital/article?article_id=139795 Robert Hof rhof604 3 3 0 0 urn:com:businessweek:bx:article:3409475675207199404-6aa9c97a991ab45d55740ccaeb0f1b2e 2009-10-01T09:16:36.093-04:00

Society has bought into the idea that young people don't care about privacy in the digital world. But a study released Wednesday by professors at the University of California, Berkeley and the University of Pennsylvania suggests that myth just isn't true.

Society has bought into the idea that young people don't care about privacy in the digital world. But a study released Wednesday by professors at the University of California, Berkeley and the University of Pennsylvania suggests that myth just isn't true. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114594 Jesse Kedy jkedy401 8 7 0 1 urn:com:businessweek:bx:article:9308724719077072192-d8e140a13689a1ed67fb221cc038a2ff 2009-10-05T15:57:03.813-04:00

It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda.

It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114686 Jesse Kedy jkedy401 5 3 0 2 urn:com:businessweek:bx:article:17318442749264829205-442070fc466ea561692dfeeb8e68a259 2009-03-11T15:10:24.021-04:00

Google To Start Behavioral Ad Targeting Posted by: Rob Hof on March 11 Google today will step into an emerging but controversial method of targeting ads to people’s interests and online behaviors. This morning, the company announced it will begin...

Google To Start Behavioral Ad Targeting Posted by: Rob Hof on March 11 Google today will step into an emerging but controversial method of targeting ads to people’s interests and online behaviors. This morning, the company announced it will begin... http://www.businessweek.com/the_thread/techbeat/archives/2009/03/google_to_start.html Robert Hof rhof604 50 49 1 0 urn:com:businessweek:bx:article:10074946312217418641-4717e0ffee6e511a218bc526d0f21ab9 2009-09-25T10:54:46.194-04:00

LOS ANGELES -- No one disputes that ads are a critical part of the Web's information ecosystem. News Web sites like this one depend on them for nearly all their revenue, as do sites like Facebook and YouTube that have changed the way we communicate...

LOS ANGELES -- No one disputes that ads are a critical part of the Web's information ecosystem. News Web sites like this one depend on them for nearly all their revenue, as do sites like Facebook and YouTube that have changed the way we communicate... http://www.forbes.com/2009/09/24/online-advertising-privacy-business-media-regulation.html Maria Breza mbreza054 6 6 0 0 urn:com:businessweek:bx:article:399520620527188150-59c0686749a987c93e71645b53390f32 2009-01-12T09:35:37.885-05:00

Firms specializing in behavioral targeting (BT) are adept at making assumptions and predictions based on online behavior. Such predictions enable advertisers to provide more relevant ads -- at least ones they hope are more relevant -- to consumers.

Firms specializing in behavioral targeting (BT) are adept at making assumptions and predictions based on online behavior. Such predictions enable advertisers to provide more relevant ads -- at least ones they hope are more relevant -- to consumers. http://www.imediaconnection.com/content/21596.asp Maria Breza mbreza054 59 56 3 0 urn:com:businessweek:bx:article:13070342747657918659-cf68cd1b0f180e323c09c6cd8e50d512 2008-12-16T19:24:08.836-05:00

Q: You mentioned that web analytics tools normally don't have capability to carry out advanced analytics needed for behavioural segmentation. Can you elaborate? A: The type of segmentation I’m describing is machine-based segmentation. Typically, it uses either cluster, factor or neural network analysis to group visitors based on a complex set of variables.

Q: You mentioned that web analytics tools normally don't have capability to carry out advanced analytics needed for behavioural segmentation. Can you elaborate? A: The type of segmentation I’m describing is machine-based segmentation. Typically, it uses either cluster, factor or neural network analysis to group visitors based on a complex set of variables. http://waablog.webanalyticsassociation.com/2008/12/5-dos-and-donts-for-behavioral-segmentation-targeting-interactive-marketing-your-questions-answered.html Ginny Moore gmoore768 57 55 2 0 urn:com:businessweek:bx:article:11003315424748441684-fcdb77fc06fc6417c0ef260106df47a4 2008-10-21T12:09:26.085-04:00

serve up an ad for something they would—gasp—actually want to buy. After all, that's the whole idea behind behavioral targeting, isn't it? The footprints left behind a user's daily wanderings through the Web (or, in the case of social networks,

serve up an ad for something they would—gasp—actually want to buy. After all, that's the whole idea behind behavioral targeting, isn't it? The footprints left behind a user's daily wanderings through the Web (or, in the case of social networks, http://c.moreover.com/click/here.pl?r1653870031&f=9791 67 61 6 0 urn:com:businessweek:bx:article:671083326037754275-bbf9570c2583258f8c9a1ee5d5fd8df6 2009-04-07T12:16:14.950-04:00

Is behavioral targeting really anonymous? Practically since behavioral targeting became a norm setting in online marketing proponents and opponents have argued the anonymous factor. Companies and platforms offering behavioral targeting insist that...

Is behavioral targeting really anonymous? Practically since behavioral targeting became a norm setting in online marketing proponents and opponents have argued the anonymous factor. Companies and platforms offering behavioral targeting insist that... http://www.bizreport.com/2009/04/is_behavioral_targeting_really_anonymous.html Robert Koshar rkoshar353 22 20 1 1 urn:com:businessweek:bx:article:4885887809493617086-7dd0885bd9c4cf83d17e892f1f3b7556 2009-08-10T10:18:18.649-04:00

For all the hype, behavioral targeting has such limited utility that one can only shake one’s head in bewildered disbelief at its growing acceptance. The army of mathematicians that once were lionized on Wall Street has invaded Madison Avenue. Computational finance wizards now seek to become computational marketing mavens.

For all the hype, behavioral targeting has such limited utility that one can only shake one’s head in bewildered disbelief at its growing acceptance. The army of mathematicians that once were lionized on Wall Street has invaded Madison Avenue. Computational finance wizards now seek to become computational marketing mavens. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111308 Robert Hof rhof604 4 3 0 1 urn:com:businessweek:bx:article:6872830258611906049-e31a7654fb996e19edb4c425e0b06d9b 2009-09-23T00:36:49.079-04:00

Many companies are flocking to Social Media as the great new tool for pitching products. The results have been mixed; there are winners and there are losers. At first, there was no clear path toward certain success but now the differences are...

Many companies are flocking to Social Media as the great new tool for pitching products. The results have been mixed; there are winners and there are losers. At first, there was no clear path toward certain success but now the differences are... http://www.ingenesist.com/general-info/humility-r-us.html Daniel Robles drobles975 0 0 0 0 urn:com:businessweek:bx:article:16208711401335614387-ee9bdf997510e5ac9c3df13b37db2c1f 2009-04-27T18:12:22.984-04:00

Why Ad Exchanges Are Picking Up Steam Again Finally, Yahoo's Right Media, Google's Doubleclick and Even Some Small Indies Get Set to Shake Up Market By Rich Karpinski Published: April 20, 2009 NEW YORK (AdAge.com) -- Remember two years ago, when...

Why Ad Exchanges Are Picking Up Steam Again Finally, Yahoo's Right Media, Google's Doubleclick and Even Some Small Indies Get Set to Shake Up Market By Rich Karpinski Published: April 20, 2009 NEW YORK (AdAge.com) -- Remember two years ago, when... http://adage.com/adnetworkexchangeguide09/article?article_id=136000 Robert Hof rhof604 11 7 4 0 urn:com:businessweek:bx:article:14428068496108548732-43f2d9340cb0c82f53aea9707911f4cf 2009-09-01T16:01:56.761-04:00

10 U.S. consumer and privacy watchdog groups this morning called for Congress to clamp down on behavioral targeting & online tracking of people’s behavior.

10 U.S. consumer and privacy watchdog groups this morning called for Congress to clamp down on behavioral targeting & online tracking of people’s behavior. http://www.businessweek.com/the_thread/techbeat/archives/2009/09/consumer_groups.html Shirley Brady sbrady224 1 0 0 1 urn:com:businessweek:bx:article:13182035504169755526-00a733d121e2f9f8aa3d02e34a93008c 2009-01-28T15:27:55.760-05:00

Rolling out the latest flavor of its "engagement ads," Facebook is testing a polling ad that allows advertisers to ask users a question and solicit responses within the home page unit. Participants can then view the results and the responses of friends.

Rolling out the latest flavor of its "engagement ads," Facebook is testing a polling ad that allows advertisers to ask users a question and solicit responses within the home page unit. Participants can then view the results and the responses of friends. http://www.mediapost.com/publications/?fa=Articles.san&s=99214&Nid=51632&p=412060 Robert Hof rhof604 24 22 2 0 urn:com:businessweek:bx:article:13705071124931525315-36bcfc20e7c9446cd96cf6657eda97c4 2009-06-11T18:48:48.821-04:00

For all its success selling text ads alongside search results, Google (GOOG) can't seem to make a go of it anywhere else in the ad world. In January, it shut down a two-year-old operation that sold print ads in newspapers. A few weeks later it...

For all its success selling text ads alongside search results, Google (GOOG) can't seem to make a go of it anywhere else in the ad world. In January, it shut down a two-year-old operation that sold print ads in newspapers. A few weeks later it... http://www.businessweek.com/magazine/content/09_25/b4136052151611.htm?chan=magazine+channel_what's+next Robert Hof rhof604 7 4 0 3 urn:com:businessweek:bx:article:532571093919695238-123a3ad5a16d897e78b40a2dfbe44f8d 2009-05-21T16:05:46.314-04:00

An important WWW 2009 paper out of MSR Asia, "How much can Behavioral Targeting Help Online Advertising?" (PDF), looks at how much value we can get from targeting ads to past behavior. It is a must read for anyone interested in personalized advertising.

An important WWW 2009 paper out of MSR Asia, "How much can Behavioral Targeting Help Online Advertising?" (PDF), looks at how much value we can get from targeting ads to past behavior. It is a must read for anyone interested in personalized advertising. http://glinden.blogspot.com/2009/05/potential-of-behavioral-targeted.html Robert Hof rhof604 7 6 1 0 urn:com:businessweek:bx:article:7316986137138873426-da0d6e81047a170be5b2ff952dd4defb 2009-07-14T16:55:10.638-04:00

NEW YORK (AdAge.com) -- It would be like having the same conversation -- over and over and over again. That's how one digital ad executive describes a world where no one is allowed to collect information online, a scenario the industry is hurriedly...

NEW YORK (AdAge.com) -- It would be like having the same conversation -- over and over and over again. That's how one digital ad executive describes a world where no one is allowed to collect information online, a scenario the industry is hurriedly... http://adage.com/digital/article?article_id=137869 Robert Hof rhof604 5 0 1 4 urn:com:businessweek:bx:article:2146955166549945662-c15cd8e99298125457a287f022052d31 2009-04-05T23:08:43.054-04:00

With Google’s announcement that it will be rolling out interest-based advertising results, most AdSense advertisers are quite pleased. Instead of ads being placed in relationship to the subject matter of the site they are shown on, they will be...

With Google’s announcement that it will be rolling out interest-based advertising results, most AdSense advertisers are quite pleased. Instead of ads being placed in relationship to the subject matter of the site they are shown on, they will be... http://www.buzztown.com/article/178/will-consumers-like-interest-based-advertising.html Robert Hof rhof604 12 12 0 0 urn:com:businessweek:bx:article:13568160439794047155-9aa66e3b7b5aa54d6ebf85cbdd9cc8b0 2009-08-03T12:04:47.512-04:00

For all the concern and uproar over online privacy, marketers and data companies have always known much more about consumers’ offline lives, like income, credit score, home ownership, even what car they drive and whether they have a hunting license.

For all the concern and uproar over online privacy, marketers and data companies have always known much more about consumers’ offline lives, like income, credit score, home ownership, even what car they drive and whether they have a hunting license. http://www.nytimes.com/2009/07/31/business/media/31privacy.html?_r=1 Eric Tsai etsai275 2 2 0 0 urn:com:businessweek:bx:article:10357780163720486996-96058db8a40929052a7e1dfb7830da8b 2009-06-01T19:34:48.176-04:00

Interpublic finally went public with its new digital media trading system, officially joining an expanding field of big agency holding companies that are trying to become Madison Avenue's equivalent of Wall Street's investment banking firms. Interpublic said the new system, dubbed Cadreon, initially will make a marketplace around online display, online video and mobile media buys, but would eventually be expanded to include social media, digital out-of-home media, emerging digital TV platforms, and ultimate, all forms of media that can be transacted digitally. Significantly, Interpublic executives said Cadreon will accelerate the shift from traditional approaches for planning and buying media to a new era of "audience planning and buying across media channels."

Interpublic finally went public with its new digital media trading system, officially joining an expanding field of big agency holding companies that are trying to become Madison Avenue's equivalent of Wall Street's investment banking firms. Interpublic said the new system, dubbed Cadreon, initially will make a marketplace around online display, online video and mobile media buys, but would eventually be expanded to include social media, digital out-of-home media, emerging digital TV platforms, and ultimate, all forms of media that can be transacted digitally. Significantly, Interpublic executives said Cadreon will accelerate the shift from traditional approaches for planning and buying media to a new era of "audience planning and buying across media channels." http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107062 Robert Hof rhof604 4 2 2 0 urn:com:businessweek:bx:article:7040175009537992007-8d87f39f7d3fb8b14712ec9c1cf41e80 2009-02-02T16:28:25.781-05:00

Since SEO is part art and part science, you will find that many SEO hybrids have creative skills (copywriting, design, etc.) as well as analytical skills (coding, programming, scripting, statistical analysis, etc.) These skills are not mutually exclusive. Having one SEO skill does not eliminate or diminish other SEO skills. I often believe that one of the great benefits of working with many SEO hybrids is that they see the interrelationships that a non-hybrid might not see.

Since SEO is part art and part science, you will find that many SEO hybrids have creative skills (copywriting, design, etc.) as well as analytical skills (coding, programming, scripting, statistical analysis, etc.) These skills are not mutually exclusive. Having one SEO skill does not eliminate or diminish other SEO skills. I often believe that one of the great benefits of working with many SEO hybrids is that they see the interrelationships that a non-hybrid might not see. http://searchengineland.com/real-seo-professional-16322 Shirley Brady sbrady224 16 16 0 0 urn:com:businessweek:bx:article:573328159731592872-2af096eda2f78b8d3122c86958428c1f 2009-03-16T13:16:28.600-04:00

Published: March 15, 2009 As arguments swirl over online privacy, a new survey indicates the issue is a dominant concern for Americans. More than 90 percent of respondents called online privacy a “really” or “somewhat” important issue, according to...

Published: March 15, 2009 As arguments swirl over online privacy, a new survey indicates the issue is a dominant concern for Americans. More than 90 percent of respondents called online privacy a “really” or “somewhat” important issue, according to... http://www.nytimes.com/2009/03/16/technology/internet/16privacy.html?_r=1 Maria Breza mbreza054 11 10 1 0 urn:com:businessweek:bx:article:12950427503584358272-952997add23c9dba9fdeaba251320d9a 2009-08-27T14:11:31.566-04:00

Last September, Henry Blodget asked me and several other VCs on an panel -- titled "Dot Bomb 2.0" -- how many of the estimated 300 to 400 ad networks were "toast." (My personal view is that only 15 to 20 really matter.) Comments like "rampant...

Last September, Henry Blodget asked me and several other VCs on an panel -- titled "Dot Bomb 2.0" -- how many of the estimated 300 to 400 ad networks were "toast." (My personal view is that only 15 to 20 really matter.) Comments like "rampant... http://adage.com/digitalnext/article?article_id=138641 Robert Hof rhof604 1 0 0 1