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 Behavioral Marketing

Plug-ins: Email marketing

February 01, 2012

Email marketing is no longer a one-to-many communications strategy. Today's marketers realize that customized, personalized and timely messages are what drive open rates, click-through and conversion. Consumers expect your messages to cater to their unique interests and purchase patterns. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
 

DAA debuts consumer education campaign for online behavioral advertising

January 20, 2012

The Digital Advertising Alliance (DAA) debuted on Jan. 20 the first phase of a multistage campaign designed to educate consumers about online behavioral advertising.
 

Survey: Only 4% of consumers prefer mobile apps when shopping

January 16, 2012

Though consumers clearly use their tablets to shop — a survey released Jan. 16 by rich media marketing company Zmags found that 87% of tablet owners did their holiday shopping using their tablets this year — only 4% of those surveyed said they prefer using mobile branded apps for shopping.
 

Profiling is not a dirty word

Keith Flint, strategy director, Sudden Impact Marketing January 01, 2012

If I don't know you, I won't read your email. Unless what you have to say appeals to my puerile sense of self-interest. If you aren't a friend or trusted source of international cycling news, I won't look at your tweet — no matter how clever. I'm a marketer's nightmare.
 

The Evolution of Online Behavioral Advertising Self-Regulation

Fran Maier, president, TRUSTe December 19, 2011

Taking a closer look at 2011 and looking to the future we can see three distinct phases of the industry's self-regulatory movement emerge.
 

EnergyCAP leverages prospect data to automate email campaigns

November 16, 2011

EnergyCAP needed to find a way to tie prospects to their online behavior.
 

Make a move before your customers do

Jeffrey Boorjian, VP of marketing, Caesars Entertainment November 14, 2011

It is no longer good enough to respond to our consumers' behaviors. We need to have the ability to predict them. We have become a reactive society in our marketing efforts, chasing after customer behaviors like mice after a hunk of cheese.
 

DAA should partner with browsers on Do Not Track, says FTC chairman

November 08, 2011

The Digital Advertising Alliance should work to implement its online behavioral advertising opt-out mechanism on a browser level, said Federal Trade Commission (FTC) chairman Jon Leibowitz on Nov. 8.
 

DAA expands data collection principles

November 08, 2011

The Digital Advertising Alliance (DAA) debuted a set of principles on Nov. 7 that would extend the organization's governance beyond data collected to target online behavioral ads (OBA) to include any online behavioral data collected from a unique computer or device across non-affiliated sites.
 

On the issue of online privacy, where do industry and government agree?

Peter Kosmala, managing director, Digital Advertising Alliance October 31, 2011

Several points of alignment between government officials and industry executives emerged at a recent hearing on consumer online privacy.
 

FTC, COPPA and PII, oh my

October 18, 2011

The Federal Trade Commission's proposed revisions to the Children's Online Privacy Protection Act could open the door to broader online advertising implications.
 

Study: Consumers most willing to share shopping data with brands

October 18, 2011

Consumers are most willing to share shopping data with brands online, according to a study released by agency network McCann Worldgroup's McCann Truth Central on Oct. 18.
 

FTC proposes online child-privacy rule changes

September 16, 2011

The Federal Trade Commission (FTC) outlined proposed changes to the Children's Online Privacy Protection Act (COPPA) on Sept. 15 that would expand the law to impact companies collecting data from individuals under 13 years of age to serve behaviorally targeted ads online or via mobile devices.
 

Keeping track of Do Not Track

September 12, 2011

Last week the World Wide Web Consortium (W3C) said that it's created a Tracking Protection Working Group to standardize browsers' Do Not Track mechanisms. The group's hosting a conference call on September 14 and is slated to publish standards by mid-2012.
 

TRUSTe debuts privacy icon for video ads

August 26, 2011

Online security firm Truste rolled out the Digital Advertising Alliance's "Advertising Option" icon to online-video and rich-media ads on August 26.
 

Apple backs off mobile tracking

August 22, 2011

Apple has discouraged mobile app developers from using a feature that enables mobile ad networks to target ads, according to TechCrunch's Erick Shonfeld.
 

Consumers unaware of industry self-regulatory program: survey

July 25, 2011

Although 70% of consumers are aware of online behavioral advertising (OBA), only 5% recognize the Digital Advertising Alliance's "Advertising Option" icon, according to a study from online security firm TRUSTe.
 

Quantcast expands reach of industry opt-out icon

July 06, 2011

Audience-measurement company Quantcast Corp. will enable small- and medium-sized online publishers to adopt the Digital Advertising Alliance's (DAA) Advertising Option icon for free this month, the company said July 6. The partnership will expand the reach of the trade group's self-regulation program to a majority of Quantcast's 25 million-plus publisher customers.
 

WPP launches audience buying company Xaxis

June 27, 2011

Holding company WPP debuted audience buying company Xaxis on June 27 to aggregate consumer data from on- and offline sources to deliver audience profiles to clients for more targeted advertising. The new entity is composed of GroupM and WPP Digital companies B3, targ.ad, GoldNetwork, GroupM DSP, GroupM Marketplace and MEC.
 

Q&A: Peter Kosmala, managing director, Digital Advertising Alliance

June 26, 2011

With nearly 10 digital privacy bills introduced this Congress, Peter Kosmala, managing director of the Digital Advertising Alliance, discusses what the organization is doing to raise consumer awareness of the industry's self-regulation program, responds to its reported challenges and explains how the industry plans to address mobile privacy.
 

More Congressional action, same industry inaction

June 20, 2011

Congress is finally wrapping its head around mobile devices' GPS capabilities. Last week saw two bills introduced that would outlaw nonconsensual location tracking and sharing.
 

Even Mozilla sees holes in online privacy discussion

June 13, 2011

Legislation alone won't safeguard consumers' privacy online, said Mozilla Foundation chairwoman Mitchell Baker in an interview with 'Fast Company.' Baker said "it's hard to imagine" a bill that online companies could implement.
 

Mozilla debuts enforcement-challenged mobile Do Not Track tool

May 22, 2011

Do Not Track has gone mobile. Mozilla added the anti-tracking mechanism to a beta version of its Firefox for Android mobile browser on May 20. According to Mozilla, it's the first mobile browser to feature a Do Not Track mechanism.
 

Behavioral marketing has benefits, McCaskill tells Senate colleagues

May 19, 2011

Behavioral marketing provides value to consumers, said US Sen. Claire McCaskill (D-Mo.) during a Senate Commerce subcommittee hearing on May 19. McCaskill's opinion contrasted with those of her upper chamber colleagues, who spent much of the mobile privacy hearing discussing location tracking.
 

Industry must let consumers opt-out of tracking, secondary use of data: FTC director

May 16, 2011

An industry-developed universal Do Not Track mechanism must allow consumers to opt-out from targeted ads and data collection, as well as enforce their preferences, said David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection.
 

Markey, Barton introduce anti-children's data collection bill in House

May 13, 2011

US Reps. Ed Markey (D-Mass.) and Joe Barton (R-Texas) introduced an amendment to the Children's Online Privacy Protection Act on May 13 that would prevent companies from collecting minors' personal information for targeted marketing. The Do Not Track Kids Act of 2011 would also regulate data collection on mobile devices and online services directed at children.
 

Chrysler rolls out behavioral tracking opt-out program

May 13, 2011

Chrysler Group has attached online behavioral tracking opt-out technology to its online ads and to advertisements running on its brand sites, the company said May 13. The car manufacturer partnered with Evidon, its online behavioral advertising compliance provider, on the program.
 

Tracked by your mobile

April 22, 2011

Apple is storing a detailed - unencrypted - summary of where its iPhone and iPads travel, according to a study released this week.
 

Apple's Safari browser boasts anti-tracking tool

April 14, 2011

Apple will include a feature in an upcoming version of its Safari Web browser that will allow consumers to ask websites not to track their online behavior, according to published reports. The tool will reportedly be included in a developer release of the operating system Apple will debut this summer.
 

TRUSTe launches consumer privacy program

April 04, 2011

Online security firm TRUSTe launched the "TRUSTed Data Collection" privacy program on April 4. The initiative ensures that certified third-party companies collecting consumer information online are transparent about their practices, provide consumers the choice to opt-out, and abide the customer's choice.