Comments on: My Search History – Google Moving Into Behvioral Targeting? http://www.emediastrategist.com/blog/my-search-history-google-moving-into-behvioral-targeting/ Personal blog of Eric Shanfelt, Online Business Strategist Thu, 10 Jun 2010 14:30:40 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Eric Shanfelt http://www.emediastrategist.com/blog/my-search-history-google-moving-into-behvioral-targeting/comment-page-1/#comment-3 Eric Shanfelt Tue, 02 May 2006 18:28:26 +0000 http://www.emediastrategist.com/blog/?p=3#comment-3 You certainly hit one of the big ifs in your article — will users allow Google to do this — and of course the other big if is will advertisers and Google’s AFC partners allow behavioral targeting. I think they will if the ROI is there. The final problem is with behavioral targeting in general. It’s not just the person’s demographics that are important when targeting advertising, but the person’s active role and mindset. Most of my waking life, I’m an emedia guy and interested in all things about emedia. But I’m also a pilot, husband, home owner, and musician. When I’m in those roles/mindsets, I don’t think I’m as likely to respond to emedia-related info and advertising (although this would be an interesting test). I think it has yet to be proven if behavioral targeting works well enough to overcome those role/mindset barriers. You certainly hit one of the big ifs in your article — will users allow Google to do this — and of course the other big if is will advertisers and Google’s AFC partners allow behavioral targeting. I think they will if the ROI is there.

The final problem is with behavioral targeting in general. It’s not just the person’s demographics that are important when targeting advertising, but the person’s active role and mindset. Most of my waking life, I’m an emedia guy and interested in all things about emedia. But I’m also a pilot, husband, home owner, and musician. When I’m in those roles/mindsets, I don’t think I’m as likely to respond to emedia-related info and advertising (although this would be an interesting test). I think it has yet to be proven if behavioral targeting works well enough to overcome those role/mindset barriers.

]]> By: David Berkowitz http://www.emediastrategist.com/blog/my-search-history-google-moving-into-behvioral-targeting/comment-page-1/#comment-2 David Berkowitz Tue, 02 May 2006 18:27:10 +0000 http://www.emediastrategist.com/blog/?p=3#comment-2 Eric, thanks for your thoughtful response. Here’s the big counter-question: Can Google get away with selling behavioral? And would it even work? Let’s take your example – a fine one at that, and one that’s very plausible. If the person’s searching for model airplanes, all that matters for that person is he wants a new tail piece or glue gun or fan site. He’s not looking for legal advice then, so why would he tolerate being served an ad that’s not in line with completing his mission? This is where search turns other ad models on their ear. You can do behavioral targeting for display ads because the ads are far enough removed from what people are doing. They’re the sacrifice people make for free content (or not even, in the case of sites like WSJ.com). Behavioral targeting could come up with contextual – thus, Gmail, and Google’s AdSense network, and Google’s image ad network that’s just now coming to fruition. Contextual works more along the same principals as banner ads than search. A behavioral twist to it could happen, not without significant controversy though. Alright, I’ve ranted enough – but I love these types of discussions. __________________ David Berkowitz Director of Marketing icrossing, inc. www.icrossing.com www.reversedirectmarketing.com Eric, thanks for your thoughtful response.

Here’s the big counter-question: Can Google get away with selling behavioral? And would it even work? Let’s take your example – a fine one at that, and one that’s very plausible. If the person’s searching for model airplanes, all that matters for that person is he wants a new tail piece or glue gun or fan site. He’s not looking for legal advice then, so why would he tolerate being served an ad that’s not in line with completing his mission?

This is where search turns other ad models on their ear. You can do behavioral targeting for display ads because the ads are far enough removed from what people are doing. They’re the sacrifice people make for free content (or not even, in the case of sites like WSJ.com).

Behavioral targeting could come up with contextual – thus, Gmail, and Google’s AdSense network, and Google’s image ad network that’s just now coming to fruition. Contextual works more along the same principals as banner ads than search. A behavioral twist to it could happen, not without significant controversy though.

Alright, I’ve ranted enough – but I love these types of discussions.
__________________
David Berkowitz
Director of Marketing
icrossing, inc.
http://www.icrossing.com
http://www.reversedirectmarketing.com

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