Comments on: Resonate Networks CEO Gernert On Attitudinal Targeting http://www.adexchanger.com/platforms/resonate-networks-ceo-gernert-on-attitudinal-targeting/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Bryan http://www.adexchanger.com/platforms/resonate-networks-ceo-gernert-on-attitudinal-targeting/#comment-4757 Bryan Tue, 09 Feb 2010 15:17:58 +0000 http://www.adexchanger.com/?p=15145#comment-4757 You're right, there is a lot that can be learned about audiences by looking at social data and I believe there's a lot of promise in that area. Our focus, though, is on identifying audiences based on their enduring attitudes and values -- attributes that we believe are better identified through in-depth survey research and a combination of several of the best targeting methods. We understand why consumers make decisions and how their values impact their behavior - purchase, engagement, etc which is more accurate for our targeting methodology. Social media and other approaches, while extremely powerful, profile and segment based on past behavior which can be limiting for what we offer. For example, if a brand needs to target people who are concerned about the environment and make purchase decisions based on a brands social responsibility efforts and also based on what makes them feel good about themselves we can help reach this audience. The same audience would be hard to identify based on other targeting & segmenting methods. What Peerset and some of the other social graphing companies are doing is very interesting. We're a fan of yours as well! You're right, there is a lot that can be learned about audiences by looking at social data and I believe there's a lot of promise in that area. Our focus, though, is on identifying audiences based on their enduring attitudes and values -- attributes that we believe are better identified through in-depth survey research and a combination of several of the best targeting methods. We understand why consumers make decisions and how their values impact their behavior - purchase, engagement, etc which is more accurate for our targeting methodology. Social media and other approaches, while extremely powerful, profile and segment based on past behavior which can be limiting for what we offer.

For example, if a brand needs to target people who are concerned about the environment and make purchase decisions based on a brands social responsibility efforts and also based on what makes them feel good about themselves we can help reach this audience. The same audience would be hard to identify based on other targeting & segmenting methods.

What Peerset and some of the other social graphing companies are doing is very interesting. We're a fan of yours as well!

]]> By: JB http://www.adexchanger.com/platforms/resonate-networks-ceo-gernert-on-attitudinal-targeting/#comment-4723 JB Sat, 06 Feb 2010 08:01:23 +0000 http://www.adexchanger.com/?p=15145#comment-4723 Nice to see another company in the space that offers targeting that is not specific to web behavior or the demographic profiling of websites. I am indeed a fan :-) Bryan I am not sure why you consider social data unimportant to your attitudinal approach to targeting. Your website talks about beliefs/values/interests and frankly the social web is flush with that data. Companies like Lotame and other graphing companies, and the social networks themselves Facebook, Myspace etc. allow people to target on this info. Some target inside social sites and others target outside. Peerset (my gig) uses this data to predict more complete user profiles to build audience segments. JB Nice to see another company in the space that offers targeting that is not specific to web behavior or the demographic profiling of websites. I am indeed a fan :-)

Bryan I am not sure why you consider social data unimportant to your attitudinal approach to targeting. Your website talks about beliefs/values/interests and frankly the social web is flush with that data. Companies like Lotame and other graphing companies, and the social networks themselves Facebook, Myspace etc. allow people to target on this info. Some target inside social sites and others target outside. Peerset (my gig) uses this data to predict more complete user profiles to build audience segments.

JB

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