Communication:
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January 14 Meeting Recap

We were fortunate to have Emily Riley, senior analyst, join us and share an overview of results from a 2008 JupiterResearch—three-year behavioral targeting survey report entitled "Behavioral Targeting: Establishing High Performance in a Shifting Market."

Highlights from the report include:

  • Although mid-size to larger advertisers are more likely to apply behavioral targeting tactics due to higher resource availability, there has been a generous increase of behavioral targeting use across advertisers and publishers from 2006-2008.
  • Roughly one-quarter of online advertisers currently implement behavioral targeting practices and 50 percent of those advertisers use targeting practices whenever possible to maximize ROI.

Riley closed with suggestions resulting from the JupiterResearch study. Due to the number of Generation Y and younger Internet users nearly doubling over the course of the survey, Riley advised behavioral targeting advertisers to focus efforts on next generation targets-the social media audience. This audience is more likely to forward received information and advertisements on to their relevant list of friends.

She also warned that there is currently too much fragmentation in the world of behavioral targeting and marketers need to create a common currency for media buys to avoid customer backlash. Marketers should aim for maximum simplicity on the customer side, including the application of customer Opt-Outs, self-regulation of targeting information and identification of who owns what data on a Web site. As it stands, behavioral targeting is one of the only forms of advertising without a set of standards.

Because targeting technology is still emerging, most of its practices will not survive, as marketers want consistency across media buys for successful measurement. Riley concluded with the insight that those tactics proving to be the best will rise to the top and be adopted as behavioral targeting standards.

Many of you inquired about copies of the JupiterResearch slides; however, we are unable to share the slides. Emily will be presenting an in depth version of her report at OMMA Behavioral.

Thanks again to everyone who attended. As always, we welcome your feedback! All members are encouraged to submit questions, suggestions, and ideas to info@btstandards.org.

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