Ad Ops Topics: behavioral targeting

Behavioral targeting is a technique used by online advertisers to give individuals relevant ads based on certain criteria. The criteria that defines the "behavior" may vary but it typically uses data collected that translates into a interest or affinity such as viewing particular content, searching for particular data, purchasing certain products or actions taken on a site (such as clicking on a link or interacting with a game). Behavioral targeting may also take into account audience targeting parameters such as geography and demographics. An example of behavioral targeting would be putting individuals into a bucket of perspective in-market hybrid car buyers based on the number of times they viewed news articles about subjects such as alternative fuels or cars with high gas mileage.

Blog Posts

Key Findings in Audience Efficiency

Mar 14, 2012

I spoke the other week at AdMonsters OPS Markets London on the subject of audience efficiency. This is a methodology both to evaluate individual segments relative to a target audience, usually client converters or visitors, and the most efficient way to describe that target. We posted a preliminary piece on this very site. I offered five key findings based on more than 200 client models in my presentation and want to share three of those findings, and their implications, here. A Reminder on...

Paul Geller of Grooveshark on Ad Ops and Consumer Privacy

Feb 22, 2011

Leading up to our US Publisher Forum in Memphis AdMonsters will be asking some of the speakers a few questions on their respective topics. Paul Geller will be presenting "Privacy, Consumer Protection for Global Ad Ops" at the Publisher Forum. Paul is the Senior Vice President for Information Products at Grooveshark.com. At Grooveshark.com, squeezing pennies out of ad serving is just one of the challenges that the on-demand music streaming site meets and defeats everyday. We asked Paul a...

Ad Ops Data Ninjas

Dec 14, 2010

I know! Not all beacons/pixels/cookies (oh my!) are used to bilk dollars from Premium Publishers via an audience driven model. There are analytics tools that can help provide insight into traffic patterns, measurement of user frequency and in the end make a greater and more enjoyable user experience for the visitor. It is hard for a Publisher to know whether to implement pixels from 4th parties on their site or not. Everyone is trying to measure the risk against the gain. Having control over...

Top Themes from the IAB Ad Operations Summit

Nov 2, 2010

Yesterday I attended the IAB Ad Operations Summit. It was a packed house which I believe demonstrates how Ad Ops is at the forefront of revenue and top of mind for digital media companies.Here are some of my key observations and takeaways from the day:Breaking down offline vs onlineToday we are closer to the convergence of media more than ever before. A content provider can send out a message that reaches people wherever they are and how ever they want to be reached.Donna Speciale, Medivest...