I’ve been surfing the web and watching tea ads follow me around. I actually drink quite a bit of tea, but I don’t drink diet drinks, so the diet tea ads are no good. But. But if they had really good targeting, they might know that my car could die any moment, and although I check out used 911s with tiptronic transmissions, I’m much more interested in an Accord. And. I don’t have a watch, but there is an off beat chance that I might buy a dress watch from Costco if they had that Omega that I saw at the Mountain View Costco available.
Perhaps I’m leaving a trail online that indicates I may be in the market for an Accord and an Omega (besides this explicit post). For behavioral targeting to work, three things have to happen. Some user data has to signal intent (my searching and browsing). That intent needs to be captured (cookies and pixels). Then another event needs to trigger the delivery of an ad (Ad exchange recognizes me). If all of these things line up, the chances of a relevant ad increases and it might just lead to a sale.
This leads me to two beliefs, the person with the best data can deliver the most relevant ads. The person with the most ads has the best chance at being able to match an ad to the data.
With Yahoo’s deal today, did they increase their data asset and will they create access to more ads? If they did, this may very well be a good deal for them.
Im a huge fan already, man. Youve done a great job so that people understand where youre via. And without a doubt, I buy it. huge stuff and i also cant wait to view more of your websites. What you have to talk about is vital as well as being read.