AzNAG

The Quest for the Perfect Online Ad




NULL

Google dominates the online ad world with over a quarter of all online advertising going to it. Its business model is based on search - no surprises there. People come to google to search. When they do Google's ad sense serves them ads matching those search terms. We at CioIndex can attest to the power of this method. Yahoo, MSN, AOL et. al. have not managed to crack the code on search advertising. They lag in search and want to outflank Google. They are diving into their respective strength - people come to their sites to "do things." Doing things tells us a lot about the inclinations of a person i.e. their behavior. If we know a person's inclination then why not serve them an ad that meets it, irrespective of the content they are browsing at that time. For example, if I am inclined to buy a car, then even if I am on Yahoo finance, serve me ads for cars. Simple but powerful concept. The problem is that in the process they are stomping on the privacy of people. This behavioral data is collected using cookies on people's computers that track their surfing behavior. There was a time when Americans valued their privacy. But that seems to be a minor problem these days thanks to the post 9/11 atmosphere of fear. There is a bigger problem though. Search also reveals behavioral data and in my opinion much better and more descriptive indicators. Google can tap into this data but given its commitment to honoring people's privacy it has decided not to. Well, not so far that is. Is behavioral targeting the wave of the future that will stomp search. I do not believe so. So, let us wait and see. As you plan your advertising campaigns, there are a few networks this article refers to - Advertising.com and Right Media - that might come in handy should you chose to go the behavioral route. Read the article>>


Download
Documents are in common file formats such as Microsoft Word (doc), Powerpoint (ppt), Excel (xls,csv,xlsx), and Adobe pdf.


Categories
Tags

Related

*!#@ The E-Mail. Can We Talk? Face-to-face meetings can trump technology. Some companies call for "no e-mail Fridays" http://www.businessweek.com/magazine/content/06_49/b4012096.ht...
10 best practices for your enterprise SOA SOA's benefits are seldom, if ever, questioned. However, one must embark on this journey carefully. This article provides some pointers. Read the arti...
11 Leadership Competencies of the IT Leader “With speed so important, IT leaders have to be much more decisive when addressing rapid changes to technology and business drivers. They need to be m...
12 Tips to More Effective Communications There are two types of leaders - ones who can communicate and others who fail. Effective communications are indeed that important to leadership. Are ...
20 Dumb Mistakes Organizations Make This article is funny but makes an excellent point - do not assume your employees are dumb. Leaders make dumb mistakes because they underestimate thei...
5 Critical Requirements Steps that get Missed: Wha... Over the years, I have worked with, mentored, trained, managed and interviewed hundreds of Business Analysts. What I am about to tell you will shock y...
5 Reasons For Outsourcing Failure Why do outsourcing relationships fail? Here are five reasons to watch out for... Read on>>
7 things a CxO should know about eBusiness Over a decade after Senator Al Gore invented the internet2, organizations are still struggling with leveraging it effectively. The “old economy” or “b...
A blind man crosses the road – Budgeting in ... Ever seen a blind man cross the road..? – or is that just Exco (The executive committee) trying to decide on the IT budget? There is something g...
A Blueprint for Strategic Leadership The title suggests that the article will give out the leadership "formula." It doesn't. Still it is an excellent read because it provides very good ex...
A Business Model Framework to Analyze the Impact o... eBusiness Strategy Issue No 1: What is the place of eBusiness in our business model? This paper presents a framework to address this issue - from shou...
A Business-Oriented Foundation for Service Orienta... SOA must be firmly grounded in business. It is a business imperative that SOA is addressing. This article provides a good introduction to that connect...
A Case for SOA Governance A very good primer on goverance in general and its application to SOA. If you are just getting started, then this might be a good place to get rolling...
Do NOT follow this link or you will be banned from the site!