Behavioral Targeting
- 1. BEHAVIORAL TARGETING The Price We Pay For Free
- 2. WHAT IS BEHAVIORAL TARGETING? ββ¦ is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads they receive.β https://www.tubemogul.com/glossary/beh avioral-targeting/
- 3. WHAT INFORMATION DO COMPANIES COLLECT? https://clearcode.cc/blog/behavioral- targeting/ 1. Time Spent on websites 2. Links you click 3. Ads you visit 4. Average duration on activities 5. Searches 6. Clicks per ad shown
- 4. POSITIVE CLAIMS Custom Ads Only Ads you want to see Better engagement rates Keeps FREE websites fee-less
- 5. CRITICAL CLAIMS Collecting personal data that can be used more than for ADS Predator practices to vulnerable consumers Narrows consumer choices
- 6. FUTURE OF BEHAVIORAL TARGETING 2012 Forrester Research β 45% of companies use Behavioral Targeting Information gets more complex overtime, but does it give the full impression of a person? Information gathered is very surface levels of individuals
- 7. HOW WILL ADDS CHANGE? β’ Targeted ADS maybe be more refined to you, and your click rates on targeted ads may go up, but there is a higher chance you would have already been interested in said product.Susan Credle βMore importantly, advertising has a responsibility to society to go beyond narrowly targeting people. Unlike a lot of people who claim advertising pushes products on people, Iβve always believed advertising exposes people to choices. Advertising might show me something that Iβd never thought about before, something that might make a difference in my life. β
- 8. EMOTIONAL VS SALE Sale Discounts and Limited Time offers were huge selling tactics that were used. If you donβt buy now you will never get this change again / buy it now before its gone forever. This creates a since on urgency that if you miss this sale you wont get that deal again. We are seeing a merge to more of an emotional appeal. This product supports this. Or using influences to in a more modern day of the more, vouch for the product and what they stand for.
- 9. SHOULD YOU BE CONCERNED ABOUT BEHAVIORAL TARGETING? No, as long as you are aware that on any free website you are the product. Be aware of yourself as a consumer financial, as well as a consumer of online content. There has been forms of behavioral targeting for years. It always been the same form, but as long as there has been Ads there has been people trying to figure out how to best appeal to certain people and the best way to reach them. The same base concept is still used, with just more complex ways of understanding why this ad for this person worked better.
- 10. RESOURCES β’ M. W. Figure 2f from: Irimia R, Gottschling M (2016) Taxonomic revision of Rochefortia Sw. (Ehretiaceae, Boraginales). Biodiversity Data Journal 4: e7720. https://doi.org/10.3897/BDJ.4.e7720. doi: 10.3897/bdj.4.e7720.figure2f β’ Figure 2f from: Irimia R, Gottschling M (2016) Taxonomic revision of Rochefortia Sw. (Ehretiaceae, Boraginales). Biodiversity Data Journal 4: e7720. https://doi.org/10.3897/BDJ.4.e7720. doi: 10.3897/bdj.4.e7720.figure2f β’ Tuten, T. (2012). Susan Credle. Advertisers at Work, 53β71. doi: 10.1007/978-1-4302-3829-4_5