At the beginning OMMA wondered if a show on Behavioral Targeting made sense, but it turned out there are a set of disciplines, according to Steve Smith , who invited me, and is in the bottom photo. Wish I can stay around longer, but I’m only here for the first hour or so. Jeff Hirsch, CEO of Audience Science ( used to be Revenue Science till a few weeks ago).
At the beginning OMMA wondered if a show on Behavioral Targeting made sense, but it turned out there are a set of disciplines, according to Steve Smith, who invited me, and is in the bottom photo. Wish I can stay around longer, but I’m only here for the first hour or so.
Jeff Hirsch, CEO of Audience Science ( used to be Revenue Science till a few weeks ago).
First, a video about TelePapers back 20 years ago, then fast forwarding to the future, which is today, which has sexy music, but I don’t get all hot over technology, unless the content is there, and often, it’s not.
Jeff Hirsch talks about the value of Behavioral Targeting and strategies built around audiences more than the technology, which it had, up to this point.
The idea of Behavioral Targeting, Internet spend will surpass TV Spend.
And while Search is important, and often the last click before a buy, Behavioral Targeting is examing the entire funnel and, as a matter of fact, Paid Search only accounts for 5% of your online time spent.
Even President Obama realizes the importance of Behavioral Targeting (but he didn’t say how).
NAI (Network Advertising Initiative) and IAB are creating the forum for Behavioral Targeting, but standards haven’t really been set.
At this time there is so much online data available to target on, but….who owns the standards.
However, Jeff Hirsch feels there need to be standards for growth to continue. We have the data we need, right tools, right ads (Yahoo Smart Ads, for example).
It’s felt in 2020 targeted ads will be everywhere.
Question about Search Ads getting over credited due to Push and forever Cookies. Jeff thinks we haven’t gotten close to figure out this issue, it’s very Ad Server related. Also Jeff was just at the IAB Conference last week and mentioned the issue with Standards came up there as well, as did Sara Lacy at TechCrunch, who was also present - see Online Ads: Even the Evangelists Turning Bearish she writes:
Plenty of attendees at this week’s IAB conference pointed out that problems like reliable audience measurement are no closer to being solved than they were during the industry’s last identity crisis in 2001. Some people argue, it’s gotten worse. There was also plenty of worried chatter that desperate times would lead to desperate measures, causing advertisers to play fast and loose with user privacy in an attempt to make a sale.
Jeff Hirsch thinks we need standards, first, and then, education. I asked a question about using Behavioral Targeting used for other things, like content!
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OMMA Behavioral Keynote -Future of Behavioral Targeting
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