This year´s Interact took place in Berlin and a case study from Ekstra Bladet was presented there, showing the effectiveness of nugg.ad´s predictive behavioral targeting. Please find the presentation in the following.
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Dave Morgan from Tacoda (now an AOL company) pointed out that the next thing in behavioral advertising will be predictions http://blogs.mediapost.com/spin/?p=1056.
“What’s that? Predictive is one step closer to the Holy Grail of delivering the right ad to the right person at the right time in the right place. It is about truly understanding enough about the consumer’s state of mind at a moment within a particular media or marketing environment to be able to predict what he or she likely needs, wants or desires — and being able to satisfy or advance that need, want or desire with a commercial message.”
He also points out that delivering predictive ads will be one of the most challenging things in the future of our industry, taking years of time from now. Perhaps this statement is a little bit influenced from the takeover by AOL/TimeWarner that was announced some days later. Of course it will be challenging and take the best people both from the industry and the academic side to fulfill this promise. But i also think the industry should not accept such a delay in delivering next generation ads at all.
Our approach of combining survey information and pure measurement data (which used to be behavioral targeting in the past) by using advanced realtime machine learning methods and algorithms is presumably still not the holy grail of delivering the right ad to the right person. But it ads significant new possibilities to the planning process as additional dimensions are coming into play like psychographic, lifestyle and simple buying intentions for specific products. This is the first step into predictive behavioral targeting – and it works!
I hope that Tacoda that used to be one of the most innovative players in the US market does not slow down now. The industry needs solutions for state-of-the art targeting sooner as in a few years. This is especially challenging as some of the big players like Google, Yahoo etc. are not able to play along due to privacy reasons and their perception in the public. Although Google seems to do everything to get ahead in this field (http://gigaom.com/2007/07/31/google-plays-with-behavioral-adwords/) nobody really believes that they will start a real behavioral service ever – although they could be the most powerful BT company simply doing it…