The Rise of

Targeted Advertising

The Rise of Targeted Advertising

• Targeted advertising has been increasing in recent years in different formats:– Ads based on your

other activity on the web

– Ads based on your interests and personal choice

– Ads based on location

The Rise of Targeted Advertising

• This is the next frontier of online marketing

• Social media and video-viewing sites are finding new ways to develop targeted advertising

Facebook and Targeted Advertising

• According to the New York Times, Facebook announced a partnership earlier this year with four companies that collect lucrative behavioral data

• One is BlueKai, a company that creates tracking cookies allowing brands to monitor their online customers

• The partnership provides Facebook with data to target users with ads that are relevant to their browsing and purchase history

Hulu Ad Taylor

• Hulu introduced Ad Tailor in 2010, which allows users to mark if an ad is relevant to them

• Hulu introduced Ad Selector and Ad Swap in 2011; Ad Selector lets users choose 1 of 3 ads, and Ad Swap lets users choose a new ad

• Beneficial to advertisers: real-time data for which ads perform better and which ads convert into sales

• Beneficial to Hulu: gets users to watch more TV and allows them to charge advertisers a higher fee for this data

Twitter Joins the Game

• While Facebook has been using targeted ads for some time, according to Tech Crunch, Twitter recently announced that they will begin using targeted ads

• They will use cookies to track user data

• Twitter will also use geolocated promoted tweets, allowing retailers to target nearby consumers

• Facebook began using zip codes for targeted ads a few years ago

Ads are Following You• According to Mashable, a company called Drawbridge has

developed methods to allow advertisers to track consumers across their devices

• This will allow ads to follow consumers from PCs to tablets to smartphones

• Another recent innovation, this technology brings targeted advertising to a new level

Resources

• http://blog.hulu.com/2011/10/03/the-power-of-choice-in-advertising/• http://www.gettingmoreawesome.com/2011/09/12/hulu-is-inventing-

the-future-of-tv-ads/• http://socialtimes.com/hulu-giving-users-control-over-their-video-ad-

experience_b12988• http://www.nytimes.com/2013/03/26/technology/facebook-expands-

targeted-advertising-through-outside-data-sources.html?pagewanted=all&_r=0

• http://techcrunch.com/2013/07/03/twitter-will-soon-start-showing-more-targeted-ads-based-on-user-account-information/

• http://techcrunch.com/2013/06/21/twitter-said-to-be-preparing-location-based-ads-for-clicks-and-bricks/

• http://mashable.com/2012/12/07/ads-follow-devices/

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