Behavior’s new flavors
By next March, a dozen companies you’ve never heard of will launch notable products, ad networks, or services based on behavioral targeting. Some are newborn; others are already making money, but still flying low. They come in lots of new flavors:
1. Targeting with ISP data. Competitors include Adzilla and Nebuad, which have raised $10.25MM and $30MM recently, and Phorm. They all work with ISP subscribers’ data to target more relevant content and ads. Other companies with strong ISP relationships will enter this market, as will a venture that includes ISPs as founding partners.
2. Data exchanges. As one founder described it to me, “it’s a little Tacoda and a little Right Media. It can’t miss!” The theory is that sites will gladly sell user data rather than continue to give it away to ad servers, networks and research companies. At least two raw startups and two veterans are racing to produce the first commercial-grade data exchange, where advertisers can bid on audience by behavioral segment. They split the ad market, with two of them being all about performance and two going for brands.
3. Purchase behavior. Tom Hespos wrote recently that purchase behavior may be the new behavioral “thumbprint.” And he’s right: One company documents a conversion rate increase of 790%. The aCerno Transaction Marketplace is an online data co-op whose 300+ customers can target their own and each other’s customers all over the web.
4. Exotic behavior? Agent-based modeling is the secret science that will propel one startup’s better targeting engine. The goal is to super-size valuable segments comprising enormous populations of target-lookalikes.
5. Beyond behavior. Mindset Media offers brand marketers the chance to tailor their messages according to twenty elements of personality, such as “Humility” and “Bravado,” “Creativity” and “Compliance,” each of which has up to five distinct “mindsets” that can be targeted at scale. Tasty.
More flavors and details to come.
[...] US-Beitrag meint, daß Behavior zum “Kleenex of online advertising” geworden ist und wirbt [...]