en proves
3 de maig del 2005
Anuncis que saben què vols
Imagina’t: estàs buscant per Internet informació, opinions, o preus d’un nou model d’automòbil. Després, obres l’edició electrònica del diari preferit per veure les últimes noticies, on apareix un anunci del concessionari més proper on comprar-lo. Probablement et molesti que el diari sàpiga el que busques. Tot i això els anunciants confien que hi faràs un clic abans que a un anunci qualsevol.
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That's the theory behind behavioral marketing -- a growing niche in the online advertising industry focused on targeting promotional messages to an individual's online activities. Some might call (..): adware. Marketers call it a promising revenue stream.

Behavioral marketing was a prominent buzzword at this week's Ad:Tech conference in San Francisco. The conference, held (..) to generate bigger profits from advertising. Many of the most popular strategies involved mining more information about individuals.

Targeted marketing is nothing new in the online world, (..) Amazon.com can attest. However, by recording peoples' movements over networks of web properties rather than just individual sites, some marketers are betting that they will be able to improve response rates to online ad campaigns dramatically.

"The idea is ... to see if they exhibit some pattern of behavior that you can target with an ad," (..)

Claria (Gator), is best known for delivering pop-up ads based on online behavior. But the company has also been working with publishers to use its technology to serve ads on their sites. Through BehaviorLink, (..) target messages to viewers based on records of their online activities.

(..) acknowledged that consumers might find ultra-specific advertising "eerie" at first. But in most cases, (..) people prefer to view ads that match their interests.


"It is probably true that people don't mind getting more-relevant ads, but there's a question of what they're willing to do for it, and whether they understand the bargain at hand," said Ari Schwartz, associate director of the Center for Democracy and Technology, which supports broader restrictions on online profiling.

Under guidelines laid out (..) in 1999, marketers are barred from collecting sensitive, personally identifiable information about internet users. (..) unless a person consents to it. But Schwartz said he's concerned that marketers and individual websites can change privacy policies in the future. (..)

Additionally, even if advertisers don't know your name, they may still know an awful lot about you (..)

(..) research firm eMarketer noted that the ability to record demographic data (..) and combine it with behavioral data is what sets the web apart from traditional media.


(..) For more detailed profiling, marketing companies rely on third-party cookies, which may be set by an internet site other than the one a person is visiting.

To marketers' relief, use of third-party cookies won't be impeded under a federal spyware bill (..). The bill does not bar use of the tracking mechanisms, but does instruct the Federal Trade Commission to carry out a review of cookie use.

For now, internet users can expect to receive more marketing messages tied to their personal interests (..) said (..) CEO of ChoiceStream (developer of technology for targeting information to people based on its analysis of their preferences).

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