Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise

 Behavioral Targeting

Targeting soup: choosing the right method for you

David Katz, LiveIntent February 14, 2012

With all the talk of DSPs, SSPs, DMPs and GRPs, it's easy to forget that no matter who is buying and who is selling, success is highly dependent upon good targeting.
 

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.
 

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.
 

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.
 

Wal-Mart adds social ad-targeting capabilities with OneRiot acquisition

September 14, 2011

Wal-Mart Stores has acquired social ad-targeting firm OneRiot, both companies said September 13.
 

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.
 

Behavioral targeting can be magic bullet to drive profit

Rick Witsell, VP of marketing, Alliant September 01, 2011

If you could identify which names in your next mailing are likely to become high lifetime value customers — and which aren't — would you change your deployment strategy? 
That's the idea behind optimizing campaigns through list scoring.
 

Gannett to expand Yahoo partnership to all 19 broadcast markets

August 31, 2011

Gannett Co. will expand its display advertising partnership with Yahoo to all of its broadcasting division's 19 markets by the first week of next February.
 

Q&A: Teresa Jeffry, retail industry practice head, AOL

August 27, 2011

Teresa Jeffry, who heads AOL's retail industry practice, discusses how retailers are plotting their holiday display advertising campaigns.
 

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.
 

Companies continue online tracking despite company privacy policies: study

July 13, 2011

Six online advertising industry firms continued to use active tracking cookies despite promising in their privacy policies to stop tracking consumers after they opted out of targeted ads, according to a study from Stanford University Security Laboratory.
 

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.
 

Google expands behavioral ads to all AdWords accounts

June 26, 2011

Last week Google said that it is rolling out the ability for all AdWords advertisers to run behaviorally targeted ads. Google spokesperson Andrea Faville said via email that the ads will be served "based on [consumers'] browsing history, not search history."
 

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.
 

GroupM develops mobile privacy guidelines

June 22, 2011

Media agency GroupM has issued privacy guidelines for mobile marketing vendors aimed at preventing the need for government regulation, the firm said June 22. WPP Group-owned Group M developed the guidelines with its mobile marketing agency Joule.
 

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.
 

Display ad spending to hit $200B, says Google VP

June 09, 2011

Display advertising spending will rise from $25 billion in 2010 to $200 billion "in a few short years," Neal Mohan, VP of product management at Google, told attendees of the Interactive Advertising Bureau's "The Future of Display" event on June 9 in New York.
 

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.