This is the summary of an article by Omer Tene. It talks about the “Do Not Track” proposal being the subject of much debate and discussion, in line with talks dealing with whether behavioral targeting is really helpful or not. Here’s the link to the original article: To Track or “Do Not Track” – That is the Question.
This is the summary of an article by Amanda Meuwissen. It talks about behavioral targeting as the heart of marketing success. As the Harvard Business Review puts it, “..targeting individuals with perfectly customized offers at the right moment across the right channel is marketing’s holy grail.” Here’s the link to the original behavioral targeting article: Behavioral Targeting.
In this interview-based behavioral targeting study, Blase Ur, et. al, was able to obtain more detailed information about user perceptions of online behavioral advertising, and suggests improvements on notice and choice. You can get the pdf of the original behavioral targeting article here: Users Perceive Online Behavioral Advertising as Smart, Useful, Scary and Creepy.
How well do users understand the icons and taglines that appear in behaviorally targeted advertisements on web pages? Do they even see these little details in a page that is busy with content? This is the summary of an article by Pedro Giovanni Leon, et al. You can get the pdf of the behavioral targeting article here: What Do Online Behavioral Advertising Disclosures Communicate to Users
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.
This is the summary of an article from goodadm.com. It talks about how Google Inc. views behavioral targeting with caution, introducing new means of developing new features instead of jumping into this popular bandwagon technique. Here’s the link to the original behavioral targeting article: Google Wary of Online Behavioral Targeting Ads.
This is the summary of a behavioral targeting article by Diana L. Huerta – Muñoz, Roger Z Rios-Mercado, and Ruben Ruiz. A beverage distribution company wants to partition its customers into those sharing marketing and geographical attributes. In addition, the segments must be compact enough as desired. This paper addresses this customer segmentation problem. The original pdf file can be accessed here: An Iterated Greedy Heuristic for a Market Segmentation Problem with Multiple Attributes.
Due to the involvement of ad networks, a Krux study reveals that behavioral tracking has increased tremendously since November 2010. This is the summary of a behavioral targeting article by Elinor Mills. Here’s the link to the original behavioral targeting article: Behavioral data tracking rising dramatically (Q & A).
This article is based on the behavioral targeting news article by Katy Bachman. It talks about how politicians have embraced the use of behavioral targeting to individually interact with potential voters. Here’s the link to the original behavioral targeting article: Pols Ramp Up Online Behavioral Targeted Ads for 2012 Few worries about privacy and data collection issues.
Using Behavioral Targeting for Political Campaigns
Regulators and lawmakers in Washington are busy thinking about policies related to targeted advertising and privacy. However, they are using online behavioral targeted advertising for their own political campaigns.
They understand the value of individually targeting voters in the web. The web is a place where politicians can communicate with prospect voters regarding specific issues. It is also an avenue for raising funds. Thus, it is very hard for politicians to resist the benefits of this technology, especially since many anticipate this upcoming election to be a very close one.
According to John Phillips, chief executive of Aristotle, “online, real-time targeting is a very big deal in this election.” A couple of advertising firms serve advocacy groups and political campaigns include Mixpo and CampaignGrid. These firms are developing cross-platform video capacities for politicians who are putting in a significant amount of dollars to digital media. There are studies showing that already a significant percentage of voters don’t watch live TV, where most of the persuasion ad money of campaigns go.
“Data is the Bedrock”
Sean Spicer, who works for the Republican National Committee as communications director, adds that “data is the bedrock. There is a constant struggle to get the right message out.” As such, panelists are looking for more ways to manipulate more offline and online data, in an attempt to raise donations and heighten engagement among politicians and voters.
Phillips said that “when a consumer goes online, if the cookies line up, you can hit the user with a targeted ad.” The beginning of a campaign is in public lists such as voter registration lists.
Because online ads are highly targeted, a lot of campaign strategists have begin to wonder if television ads, which are often very expensive, are cost-effective. That said, it is expected that 65 percent of all advertisement spending for political purposes will go to these traditional ads.
On a related note, it has been recently revealed that Microsoft and Yahoo are selling personal user data to political campaigns so that pols can target specific voting audiences. It isn’t a coincidence that many campaigns have now become demographic-specific, and third party researches have contributed to data as well to create user profiles detailing retail purchases and income, among others.
Using the Internet to Advance Political Campaigns for Free
Campaign managers are now looking for creative ways to use online advertising avenues, such as YouTube, which allows them to quickly produce air time without having to pay for it. Spicer said that “for literally no dollars, we can make a YouTube ad. You can track it, push it off to [Politico’s] Morning Score and sometimes the cable networks pick it up. That aspect of digital has changed the concept of what you do from an ad basis.”
Online ad spending for the Presidential election is seven times greater than back in 2008. Viewing video habits have changed in particular, and through YouTube, which Google has aptly integrated with its AdWords online ad system, pols can engage voters who view videos online.
Protection of Political Speech
As chacha.com aptly defines, political speech is “a speech that most politicians use to win votes or talk about change.” While the commercial online ad industry is concerned with data use and user privacy, the politicians aren’t concerned about the policies that may emerge regarding the matter. According to Nathan Daschle, Ruck.us CEO, “I don’t know where the line is. People aren’t upset about the publicly available information. What might be uncomfortable are the conclusions we draw about online activities. If that becomes publicly known to other people, then it crosses the line.”
Phillips adds: “Do I lose sleep about whether or not there will be restrictions? No. Political speech is protected.”
This is the summary of an article by Natasha Singer. It talks about how Singer performed an unscientific behavioral targeting experiment to determine where her personal data went and if the ads were in relation to the subscriptions she made for several magazines. Turns out she received ads that were totally unrelated to the products advertised in the subscriptions. Here’s the link to the original behavioral targeting article: Following the Breadcrumbs on the Data-Sharing Trail