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Behavioral Targeting

Targeting ads to consumers whose behaviors indicate that a product category is relevant to them

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Behavioral Targeting

  1. 1. By R. Praveen (Roll no-32095) Bharadhidasan Institute of Management
  2. 2. Contents • What is ‘behavioural targeting’? • New skills required • Data and Privacy • Advantages
  3. 3. Behavioural Targeting? • Targeting ads to consumers whose behaviors indicate that a product category is relevant to them.
  4. 4. Components of behavioral targeting • Tracking and data collection • Segmenting a user based on online behaviour • Connecting this data to show advertisements to that target customer
  5. 5. Example: • Say I was looking to buy a car. • If I’m anything like the majority of the population, I would research different cars, price ranges, brands, and gas mileage. • Behavioral targeting would recognize that my recent searches all have certain behaviors in common and would serve me an ad for a car dealership. • Behavioral targeting can get so specific, that it can target people based off the brands of cars they’re looking for as well!
  6. 6. Evolving landscape. New skills required Reaching consumers based on their digital footprint Newspapers Magazines Websites TV shows Context (Inventory Based) Audience (Data based) V.S.
  7. 7. Data underpins behavioural advertising
  8. 8. Consumers are concerned about data
  9. 9. Transparency matters
  10. 10. Advantages • Help in reaching surfers with affinity • reach surfers that were not exposed to a media campaign • contact surfers close to conversion and in reconnecting with prospects or customers
  11. 11. Thank You