This is the summary of an article by Rob O’Regan, which talks about the ultimate question for choosing the right behavioral ad partner being “What do their customers say about them?” Vendors try to differentiate their offerings in terms of the following main categories: segmentation, technology, and pricing/payments. At the end of the day, the best way is to communicate with customers regarding what they think of the vendors, and not rely on testimonials. Here’s the link to the original behavioral targeting article: Choosing a Behavioral Ad Paratner: the Ultimate Question.
This is an article which reviews practitioner and academic literature regarding several consumer segmentation trends, written by Brownwyn Higgs and Allison C Ringer. You can get the pdf of the behavioral targeting article here Trends in Consumer Segmentation.
Consumer generated media, such as product review sites and social networking sites have allowed online consumers the chance to influence what kind of content they want to see online. This, in turn, influences how online business deals with its transactions. In addition, there are more intelligent consumers now than ever before, with the particular characteristic that they want to see content and purchase goods and services based on their individual needs. Demand has indeed become individualized, and so mass-customization is born.
During the past decade, environmental concern has gone from being more than just a trendy topic, to being a priority among consumers and the media. In fact, the products that most consumers buy nowadays are green products, or environment friendly products. The media has advertised ways to protect the environment, through products that aren’t harmful to its already degrading state. There has been a change in attitude among customers geard towards being concerned about the environment, and so companies will adjust to this shift. This is the summary of a research by Nea Lindqvist. You can get the pdf of the behavioral targeting research here: Green Segmentation