I would like to talk about the Behavior Targeting that Prof. Kagen At Columbia Business School covered in last session.
Google is now actively enhancing their ad word architecture by implementing behavior intelligence in users ad campaigns where as an advertiser you will be able to identify interests and segments you want to target. In 2009, Google launched its beta version and now improving it to compete with the social marketing.
Through this ad campaign system Google who already knows "who is browsing what" will be able to identify visitor's interests and show them relevant ads based on their interests. The example might be if I am looking and browsing to buy a car, I will be most likely get 7 out of 10 times the automobile ads.
At present there are 30 main categories (Interests) and with 600 sub categories to further filter ads. The interesting thing is that if you opt out to interest-based ads you will still see ads not related to your interest.(Really, why not no ads just blank space)
This phenomena is also known as Interest-based ads that is well explained by Shuman Ghosemajumder at youtube video.
The idea of "who is browsing what" is now named as Behavior Targeting but I am not sure where are we heading when it comes to privacy. Google knows who is browsing what and Facebook and Twitter knows "who is doing what" and Linkedin knows "where you work". Combining them all one can almost know half of a person's personality and interest. That means in today's world, we know much more about potential buyers, the need is to identify the best ways to convert them into costumers.
Related Links
http://searchengineland.com/google-introduces-interest-based-advertising-beta-16855
http://searchengineland.com/google-rolls-out-behavioral-targeting-to-all-adwords-advertisers-82976
This article is also posted on my blog at Digital Web Specialist.
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