behavioral targeting

Mondelēz-owned Chips Ahoy! wants to be Gen Z’s cookie of choice, not a nostalgic snack pick. To this end, the brand is refining its targeting strategy to focus on behaviors, not demographics.

NBCUniversal built a first-party identity platform that includes 50 million households and 150 million individual consumers to bolster its cross-platform targeting. The platform, dubbed NBCUnified, is the backbone of NBC’s One Platform proprietary technology stack that spans the media campaign lifeline, from planning to measurement. Launched at CES Wednesday, the NBCUnified identity spine will officially […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, president and partner at Goodway Group. Some kids go straight from high school to Harvard. Others take a gap year ­to “find themselves,” tinker in their friend’s garage or simply […]

Does behavioral advertising actually bring in significantly more revenue for publishers than contextual advertising? That question, hotly debated by privacy advocates, academics, publishers and advertisers, was a central theme at the Federal Trade Commission’s day-long workshop about the Children’s Online Privacy Protection Act held Monday in Washington, DC. The workshop explored whether it’s time to […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The digital advertising industry needs, more than ever, privacy advocates and activists – some strong, external pressure and entities holding it to account. New evidence […]

When Shpock, a European shopping app, started using search behavior to inform its ad targeting this year rather than just relying on demo data, it began to realize what its users were actually interested in. “For many years, demographic targeting was one of the main options used by brands and agencies alike,” said Jon Hatfield, […]

There’s more to mobile than just meeting a KPI. That’s the idea behind a new self-serve analytics tool launched Thursday by mobile user acquisition platform Taptica that aims to help advertisers dig a little deeper into what their mobile users are up to. “Last year was all about KPI – our advertisers were focused on defining […]

Spotify, the ad-supported music streaming service, has barely scratched the surface of its advertising capabilities, but the 7-year-old company is treading carefully. The streaming service is up to more than 24 million active users, a quarter of whom are premium subscribers, and earned $577 million in total revenue last year. Part of the Stockholm-based company’s […]

“The Sell-Sider” is a column written by the sell-side of the digital media community. Today’s column is written by Jim Spanfeller, CEO, Spanfeller Media Group, a new age media company. Today’s media buyers and sellers are playing on a whole new field, where preying on consumer behavior is the norm and big data is the apparent […]

Andy Atherton is COO of Brand.net, an online advertising network. A senior agency executive who manages the digital account for an Ad Age 50 CPG manufacturer recently delivered the best line I have heard in a long time.  We were talking about Behavioral Targeting (BT) and he said, “In my experience BT is a much […]