This is the summary of a behavioral targeting article from submitedge.com. It briefly describes behavioral targeting, what it is, how it is done, it’s uses and privacy implications. Here’s the link to the original behavioral targeting article: Making Use of Behavioral Targeting.
As the term implies, behavioral targeting is concerned with the customized delivery of online advertisements to the consumers who are most likely to view and consider them. As an emerging field, it involves a wide range of technologies and strategies, which generally collect, analyze, and make use of data based on movements done by people who enter Web sites.
Data Generation, Collection, and Analysis
Behavioral targeting begins with data generation. This may include: the Web pages that a user decides to visit, the length of time that they look at these pages, the words or phrases that they type into the search bar, the number of times that they view a specific page, and many other kinds of data. This information, along with the tracked, online movements of other online users, are gathered and classified into a number of categories that can be further divided into sub-categories, depending on the aim of the online advertiser or publisher.
Different tools are then utilized in the analysis of the data. A basic step would be to try to determine some demographic information about the users. For example, if a person regularly logs into Web sites about ballet, fashion, and parenting, then it can be inferred that the user is a female, or a parent. This data can then be used by an online publisher or advertiser.
Uses of Behavioral Targeting
The possibilities of behavioral targeting are practically endless. For one thing, it can help companies aim their products and services to the right customers. For instance, if a group of users is identified and tagged as sports enthusiasts, then a company dealing in sports equipment would definitely want to aim their ads at these users.
Another use of behavioral targeting would be in the area of product development. Based on generated data, a company can predict what kind of product or service a particular group of users needs. Thus, they can create a new product or improve on an existing one, in order to supply the apparent demand for it, based on their analysis.
Managing Privacy Issues
The mere concept of tracking online information for behavioral targeting purposes is enough to catch the attention and ire of many users and advocates of privacy. Hence, online publishers should be aware of the laws concerning this matter. One strategy that is already being employed is the inclusion of end-user license agreements. This way, the publisher or advertiser would not be accused of using information without the permission of the user.
Despite the many issues and concerns hounding it, behavioral targeting is a rapidly growing field at the moment. With the Web continuing to be a prime place for advertising, behavioral targeting is one of the ways to be competitive and to stay ahead of the pack.